Exposure
The surface rendered in a usable state for an eligible account. Flags, locale, empty states, and broken deep links all belong in this definition.
Topic room
Feature adoption measurement, without the decorative funnel.
This page is the studio’s working definition. If you only need a course seat, skip to the catalogue. If you need language your council will not immediately dismiss, stay here.
The claim we care about
A feature was adopted when eligible people who were genuinely shown it completed the job at least once, and then returned on a schedule that matches the job — or, for rare jobs, completed it to a quality bar. Anything that cannot name eligibility, exposure, and the job is marketing copy.
The three rates
Trial
First persisted success. Not a tap, not a camera preview, not an HTTP 200 that later rolls back.
Habit
Repeat use on a pre-agreed window — or a one-shot quality bar for annual jobs. Kind windows are a form of self-deception.
The floor
Before launch (or before you look at post-launch data), write the minimum habit/exposure you will accept, and the confounders you already know. Missing the floor is a result. Moving the floor after you see the chart is how teams keep zombies alive.
What this is not
It is not install volume, store conversion, brand awareness, or whole-app activation. Those can be important. They are different sciences. Mixing them into one “growth” slide is how feature adoption measurement loses its meaning.