Adjust’s original onboarding flow created friction at the most critical stage of the user journey: New users struggled to understand what to do first. Setup felt complex and technical, especially for less experienced users. Many users dropped off before reaching the product’s core value. Customer support and CSM teams frequently had to step in to help users complete onboarding. and the data analysis and user interviews showed that users who didn’t reach their first successful integration early were far less likely to activate or retain.