Practice 01.01 · Product quality
Find the biggest funnel drop-off
You do not need to master every analytics report at once. Map five clear steps, identify the largest drop-off, and choose one change for the next release.
60 minutes for the first audit
In plain language
Find one weak spot in the journey, not every problem at once
What you will need
01
When to use it
Registrations or first useful actions are declining, users complain about the journey, and the team does not know what to fix first.
In plain language
Where to get the data
Choose the option the team already has. If analytics is not set up, start with a manual check — the practice will still produce a result.
AppMetrica or Firebase
Open the “Funnel” report and add: first launch → registration started → registration completed → first useful action → repeat visit.
If the event names are unknown, ask a developer to send the list of events for registration and the first useful action.Spreadsheet or BI report
Take the number of users at each step for a single period. Do not mix iOS and Android in the first check.
Five numbers are enough. Do not wait for a perfect dashboard to spot a large drop-off.If there are no events yet
Walk the journey on a clean install ten times on iOS and Android. Record errors, delays, and confusing screens.
Write a short technical specification for the events — that will be the first result of the audit.02
Run your first audit in five steps
Draw the journey
Write down five steps as simple user actions — no internal screen names or team jargon.
- Where to do it
- A sheet of paper, FigJam, or the first column of the final table.
- What the result looks like
- Install → first launch → registration started → first useful action → repeat visit.
Put five numbers next to the steps
Record how many unique users reached each step during the same period.
- Where to do it
- The “Funnel” report in AppMetrica / Firebase, or an export from an analyst.
- What the result looks like
- 1,000 launched the app, 820 started registration, 460 completed it.
Calculate the conversion between steps
Divide the number at the next step by the number at the previous one and multiply by 100%. The lowest percentage is the first candidate to investigate.
- Where to do it
- In the table, next to each step.
- What the result looks like
- 460 ÷ 820 × 100% = 56%. That means 44% of those who started registration did not finish it.
Verify the cause
Review errors and support tickets, then walk through the step yourself. Do not change the interface until you have ruled out a technical problem.
- Where to do it
- Crash reports, support tickets, and a clean install of the app.
- What the result looks like
- On Android 12 the confirmation code arrives late, and resending it is not explained.
Choose one change
Record the change, its owner, and the metric you will compare after the release. Do not put several screens into your first experiment.
- Where to do it
- A task in the backlog or a short plan for the next release.
- What the result looks like
- Fix code resending; owner — the Android team; check — registration completion rate after 14 days.
03
Practical examples
Long load after registration
The user created an account but waits 40 seconds for the first screen and closes the app. The priority is speed and a clear loading status — not another form field.
Different journeys per platform
On Android, registration is completed noticeably less often than on iOS. Check the errors of the specific version first, then change the interface.
One table for one team decision
You do not need a big report. Fill in five rows and highlight the one drop-off the team will address in the next release.
| Step | Users | Conversion | What we see |
|---|---|---|---|
| First launch | 1,000 | — | Starting point |
| Started registration | 820 | 82% | Acceptable drop-off |
| Completed registration | 460 | 56% | Main drop-off point |
| Completed the first useful action | 350 | 76% | Check the hints |
| Returned on D1 | 150 | 43% | Watch after the fix |
Conclusion: check registration on Android first — errors, required fields, and waiting time. Owner: product + Android developer.
04
Checklist before the decision
If an item is missing, log it as a separate task — do not guess.
05
How to know the change helped
Main signal
Conversion at the problem step grew compared with the period before the release.
Guardrail metric
Errors, crashes, and support requests at neighboring steps did not grow.
Business result
More users reached the first useful action and FTD without extra pressure.
FTD is the user's first deposit and the outcome of the whole journey. Make the journey clear and reliable first, then check the business result.