“A great lifecycle program starts outside of the app. It starts with a need or a want, then the user discovers the app and they're all going to go through the app store. You start the user journey there — your ad creative and your app store page set the expectation you then need to deliver on in the very first session.”

Lifecycle starts in the App Store — qualify users before they install

Lifecycle and onboarding aren't separate from acquisition. The ASO page sets the expectation; activation has to deliver on it in session one. Misalignment between the promise on the store page and the actual first run is the cheapest place to bleed retention — and the easiest to fix.