A question regarding the HEU and MAUs -- how do you know when to balance reducing churn of those MAUs (getting them to come back after 72 hours) and focusing on the HEU?
We've found that people who come back after 3 days, are very likely to be there in 30 days, assuming the product solves their problem. In general, we treat them as steps in the funnel - complete signup to become MAU, come back in 3 days to be HEU. We look at where in the funnel we're currently failing and spend time on that piece.