Tracking key metrics in Trail Navigator Victoria app

I finally got around to track activation and retention for my Trail Navigator app. I was tracking acquisitions only before (number of people that installed the app).

I decided to define activation as someone opening a walk on the same day as he installs the app. Retention is the number of users that opened a walk in the app in 1 week or later.

Each group of columns represents a weekly cohort of users. For example in the week starting 30 January 150 people opened the app for the first time. Among those people 105 opened a walk on the same day (activations). 17 out of those  people came back to the app in a week or more and opened a walk.

As you can see the retention rate is quite low. I’m not sure what to do about it yet. I made viewing the current location on the map (blue dot) and getting directions to the starting point (using Google Maps) premium features recently (end of January 2023). Perhaps people don’t see enough value in free features? I’m going to show my app to people that like walks in nature and ask.

Premium subscription is $4.99 per month or $44.99 per year with 1-week free trial. Right now I have 12 premium subscribers.

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