Which of the following is NOT a primary focus of the app engagement stage?

• A. Retaining existing users
• B. Re-engagement campaigns
• C. Onboarding new users
• D. Reducing churn

Answer: (C)

The engagement stage is all about keeping users active and involved after they’ve started using the app. Its main aims are to retain existing users, run re-engagement campaigns to bring back dormant users, and reduce churn by increasing ongoing value and stickiness. Onboarding new users, on the other hand, focuses on the initial setup and guiding first-time users toward activation. That step belongs to the activation/early adoption phase, not the ongoing engagement phase. So onboarding new users is not a primary focus of engagement.