Activation events that actually predict retention
Most teams track a signup. Few validate whether that event correlates with week-four return. Here is how we test activation definitions before locking them into the tracking plan.
Blog
Practical notes from analytics engagements—definitions, caveats, and methods we reuse.
Cleaning duplicate events without losing history
Duplicate screen_view and tap events inflate funnels and poison A/B results. A practical playbook for deduping while keeping longitudinal reports intact.
Reading Korean mobile cohorts across OS versions
Device and OS mix in Korea shifts quickly after major releases. Ignoring that skew can make a release look like a retention disaster—or a miracle.
Metric trees that product teams actually maintain
A north-star metric with twenty orphans underneath is theater. Build a tree small enough that each leaf has an owner and a weekly ritual.