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Finally, you need to know why people are going to come back time after time. After all, people might want to use your product. They might even be really motivated to use it. But if motivation were all it took, we’d all be going to the gym five nights a week, and I wouldn’t have forgotten my New Year’s resolutions by February.

Something will happen in the first week or two of using your product that should point to someone becoming a long-term user. Facebook had an interesting metric. It found that people who connected with seven friends in the first ten days of usage were very likely to be retained and still be users in a few months. When new users connected with friends quickly, they found value in the product sooner and created a network that would keep drawing them back week after week.

Finding that link was useful to Facebook, since it meant that it could focus on improving a metric—connecting with friends—that was useful for long-term retention but that could also be measured within the first couple of weeks.

You have something that will make people come back time after time and keep your product compelling. Much like with question number 3, there’s no typical thing here. It’s entirely dependent on your product and the value it offers its users.