My first instinct was to jump straight to fixes, which was the wrong move.
Start by validating the metric and ruling out data issues, then segment the decline by platform, geography, and acquisition channel to isolate the cause. Investigate internal changes (app store updates, marketing campaigns, product changes) and external factors (competitor activity, seasonality, macro trends), then prioritize fixes based on impact and effort.
Pro tip: Always check if the decline is specific to a particular acquisition channel or region first—it's often a tracking or campaign issue rather than a product problem. Also, consider that a 35% drop might be partly due to a shift in mix (e.g., fewer low-quality installs) that could actually improve long-term retention.
Confirm the decline is real by checking data pipelines, attribution windows, and reporting definitions. Ensure there are no tracking errors or changes in how installs are counted.
Break down the decline by dimensions such as platform (iOS vs. Android), geography, acquisition channel, and user cohort. Identify which segments are driving the drop.
Review recent internal changes (app store updates, marketing campaigns, product changes) and external factors (competitor launches, seasonality, macro trends) that could impact installs.
Develop hypotheses for the root cause and validate them with data (e.g., A/B tests, correlation analysis). Prioritize the most likely causes based on impact and feasibility.
Implement fixes or mitigations, such as reverting a change, adjusting campaigns, or improving app store presence. Set up monitoring to track recovery and prevent future issues.
AI-generated suggestions, not part of the candidate's original notes. May be inaccurate — verify before relying on them.