Claim
What does “activated” currently mean in writing? If the answer lives only in a dashboard title, you do not have a claim yet.
The Atlas
Onboarding Drop-Off Analytics as a map, not a scoreboard.
This page is the studio’s public sketch of the craft. It is not a course. It is the vocabulary we expect you to argue with before you sit Cohort Funnel Diagnostics.
Four terrains we always walk
Silence
Where do accounts go quiet without error? Silence is not the same as failure. Treating them as identical inflates both support queues and optimism.
Friction
Which steps demand identity, money, permissions, or another human? In Thailand, KYC and dual-language copy are frequent, not exotic.
Theatre
Which events fire because a screen appeared, not because value happened? Theatre is the most expensive leak: it hides the real ones.
What we refuse to call analytics
A single conversion percentage with no cohort window. A tutorial completion rate used as activation. A heatmap presented as motive. An A/B test on copy while a vendor timeout sits on the critical path.
Onboarding Drop-Off Analytics, in this studio, always pairs a curve with a reason you could say aloud to a user. If you cannot imagine saying it, the metric is probably for internal comfort.
How the Atlas shows up in class
In the flagship, each terrain becomes homework on your product. In Activation Event Taxonomy, we stay longer on Claim and Theatre. Qualitative Drop-Off Interviews live almost entirely in Silence and Friction.
If you only want the map, read the field notes. If you want someone to argue with your map, browse programmes or write to the desk.
A caution about copying this page into a strategy deck
The Atlas is a teaching device. It is not a maturity model and it is not a vendor checklist. Teams that treat it as a score tend to invent a fifth terrain called “green.” We would rather you leave one terrain unresolved than colour it in.
See the programmes that use this map