FitLoop is a mobile habit-tracking app with reminders, streaks, and weekly progress summaries. The product team says users are "more engaged than before," but leadership wants a data-backed definition of engagement and evidence that it is improving over time.
Over the last 6 months, monthly active users increased from 420,000 to 560,000. However, average sessions per active user stayed roughly flat at 8.1 to 8.3 per month, while Day-30 retention moved from 31% to 36%. DAU/MAU improved from 0.24 to 0.29, but average session length declined from 11.2 minutes to 9.4 minutes after a redesign that made logging habits faster. Product leadership wants to know whether users are truly becoming more engaged, or whether the apparent gains are driven by acquisition mix, lighter-weight usage, or changes in measurement.
user_sessions: session_id, user_id, session_start, session_end, platform, app_versionhabit_events: user_id, event_time, event_type, habit_id, reminder_iddaily_user_activity: user_id, activity_date, habits_completed, reminders_opened, streak_daysuser_profiles: user_id, signup_date, acquisition_channel, country, subscription_tierexperiment_log: user_id, experiment_name, variant, exposure_time