We are experimenting with Activation phase in our Mobile App and recently increased it by 40%, but Conversion Rate and Retention rate didn't change.

If yes, what do you think about the reasons why it can happen?

Or maybe did you try to completely change approach for experiments with Activation rate?

It should follow that if more people have a magical first experience, then more people should come back.

If the activation metric is correct but retention rate hasn't changed, might mean that you have a leaky funnel, ie you are losing as many people in x time frame as you are activating.

This then, will help refine your activation flow and metrics and should have a positive knock on effect downstream.

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