# App Install to First Value Page: https://alidemirbas.com.tr/en/lab/journeys/app-install-to-first-value First app open โ†’ registration โ†’ core action โ†’ first value ## Purpose Move a new app user from first open through one core action to a defined first-value event. Goal: Progression & Milestone ยท Category: Activation & Usage ## Steps - **Trigger**: App opened for the first time - **Action**: In-app: Show one next registration step - **Wait**: Wait until the session ends - **Decision**: Was registration completed? - Yes: In-app: Lead to the core value action - No: Move to Registration Completion - **Handoff**: Move to Registration Completion - **Action**: In-app: Lead to the core value action - **Wait**: Wait 24 hours - **Decision**: Was first value reached? - Yes: First value reached - No: Email: Deep-link to the same core action - **Action**: Email: Deep-link to the same core action - **Wait**: Wait 3 days - **Decision**: Was first value reached? - Yes: First value reached - No: Stop onboarding communication - **Exit**: First value reached - **Exit**: Stop onboarding communication ## Guardrails - Do not show several onboarding tasks at once. - Stop when the first-value event occurs. ## Core rule Show one next step at a time and end when first value is reached. ## When to set it up App analytics showing that a large share of first opens never turn into a registration or the core action is the signal to set this journey up. Track first open, registration completed and the core value action against the same user, make sure the email address collected at registration comes with consent, and define exactly one first-value action before launch. If users hit an error in the core action or the registration form stalls, fix that first; an onboarding message cannot complete a broken step. ## How to set it up - **Trigger and entry**: Entry happens on the first app open, when the first in-app message shows one next step toward registration. Split new users at random right there: part of them into the journey group, the rest into a control group that gets no onboarding messages at all. - **Who must not enter**: Scope is one new install; a user who has already completed the core value action does not enter, and no second flow opens for the same install. Anyone who has not finished registration by session end moves to Registration Completion and leaves this journey. - **Timing and channels**: Registration is prompted in-app for the whole session and checked when the session ends. Once it is complete, a second in-app message leads to the core action; first value is checked after 24 hours, and if it is missing an email deep-links to the same action, followed by a 3-day wait. - **Exit and handoff**: First value reached ends the journey as soon as the 24-hour or the 3-day check finds the core action completed. An unfinished registration at session end is handed to Registration Completion and the old message plan is closed; if first value is still missing after the 3-day wait, onboarding communication stops. - **Frequency and consent**: At most two in-app messages and one email per install, each showing a single next step; several onboarding tasks are never shown at once. Send the email only when the address collected at registration carries consent. ## How to measure success **Incremental first-value rate vs control**: What counts is how much higher the share reaching first value is among guided users than in the control group; a first open or an account on its own is not first value. Denominator: every new user assigned at entry to either group. Numerator: those who complete the core value action within the same follow-up window after assignment. That difference in shares is the journey's effect; seeing the in-app message or clicking the email does not change the denominator. Also track: - **Registration completion rate**: Finishing registration by session end, counted among assigned users; the intermediate step before first value, and a read on how often the Registration Completion handoff fires. - **Time to first value**: Track the time from first open to the core action separately in each group; report users who never get there on their own line instead of folding them into an average. - **Contribution per touch**: Count first-value events found at the 24-hour check and after the 3-day email follow-up separately; if the email adds nothing, revisit its content or timing. - **Unsubscribes and message dismissals**: Watch unsubscribes after the onboarding email and dismissals of the in-app messages; if they climb, the first-value gains may be costing you more than they return. ## What to watch when reading the result - When guided users do not reach first value more often than the control group, the prompts may only have sped up people who would have gotten there anyway, and more registrations or email clicks do not change that. Judge the journey on the first-value gap alone. - This reading applies to this order, the session-end and 24-hour checks and the one-step-at-a-time rule. Do not credit this journey with first value reached by a user after the handoff to Registration Completion; measure its contribution up to the handoff point. - If the gap is small or first value is rare, compare each group's users and first-value counts in the [A/B test significance calculator](https://alidemirbas.com.tr/en/calculators/ab-test); do not scale the journey on a difference that is not significant, collect more new installs and read it again. ## Frequently Asked Questions ### How should app install to first value be defined? It ends when the user completes an action that delivers the product's core benefit after installation or first open. This example guides registration followed by one value action. An open or account creation alone is not automatically first value. ### Should onboarding messages continue when registration is unfinished? Resolve registration before promoting later features. This example hands an unfinished signup to Registration Completion at session end. Registered users proceed to the value action. Stop the previous message schedule when handing over. ### What data is needed to measure first value? Connect first open, registration completion and the value action to the same user. Track the rate reaching first value and elapsed time, reporting non-achievers too. This example checks after 24 hours, then uses one email and a final three-day follow-up.