Acquisition and Retention Feature Test

Scenario

You are testing a new product feature that could influence both top-of-funnel acquisition and downstream retention. The feature may make the product more appealing to new users, but it could also change the quality of users who sign up or alter early product experience in ways that affect whether they come back.

Question

How would you design an experiment for this feature so you can measure its impact on both acquisition and retention? Explain how you would choose the primary metric, guardrails, randomization approach, and decision rule given that the feature affects multiple stages of the user journey.