Week-two return is a favourite health signal for learning apps. During major exam windows, though, school cohorts may pause elective practice even when the product is sound. A dip in July or November is not automatically a journey failure.
Before you rewrite the pathway, overlay term dates and known exam blocks for the schools you serve. Compare like cohorts: Form 3 tuition learners against Form 3 tuition learners, not against holiday self-serve adults.
We keep a simple calendar note in every Malaysian engagement file. It is unglamorous and prevents expensive false alarms in app analytics for EdTech learning journeys.