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Most retention analyses focus on how many users churn.

In this project, I focused on where and why churn actually begins.

Using event-level behavioral data, I built:
- User retention and churn analysis
- Cohort-based retention tracking
- Behavioral signal detection (retention vs churn actions)

Key Insight:
User churn is strongly influenced by the first interaction.
Users who fail to perform meaningful actions early are significantly more likely to drop off.

This highlights onboarding and early engagement as the highest leverage points for improving retention.