Been digging into our analytics lately and noticing some weird patterns in user behavior that don’t match what we saw last quarter.
Session lengths are shifting, drop-off points moved, and cohort retention looks different even though we haven’t changed much.
Anyone else seeing these subtle behavioral changes in their data recently?
Yeah, started tracking this about 6 weeks ago across three different apps I’m working on.
Biggest thing I noticed is people are bouncing faster from onboarding screens that used to convert well. Same creative, same copy, but completion rates dropped like 8-12%.
Also seeing users spend more time in settings menus now. Weird pattern but it’s consistent across verticals.
My theory is iOS updates or some background app behavior changed. Been A/B testing shorter onboarding flows to adapt and seeing better results.
The drop off points shifting is a major concern because it often indicates changes in how screens load or render.
Check if any third party SDKs updated recently, as those can disrupt user flow without notice.
Also, examine device models in your data to see if older phones are experiencing different issues now.
Same here. Started tracking two weeks back and noticed it.
Check your attribution data first. iOS changes mess with tracking more than actual behavior. I’ve seen this pattern when Apple pushes updates that affect how events fire or when users change privacy settings in batches. Run a cohort analysis comparing pre-update vs post-update users. If the shifts align with iOS release dates, it’s probably measurement issues, not real behavior changes. Also worth checking if your tracking SDK updated automatically. That breaks more funnels than people realize.
We’ve seen similar shifts. User engagement fluctuates without clear reasons. It’s puzzling.