Daily active use is the wrong target for a tool people reach for when they need it.
Why frequency misleads
A programme might mean daily use for a couple of weeks. An on-demand tool is different: someone might use it five times in a month because that’s how often they needed it. Chasing screen time adds pressure and misses the point.
Measure the funnel instead
| Measure | The question it answers |
|---|---|
| Reach | Did people hear about it? |
| Activation | Did they try it? |
| First session | Did they finish it? |
| Return use | Did they come back, or say they would when needed? |
| Outcome | Did the group’s wellbeing change? |
Measure outcomes separately
A rating straight after a session can miss changes that build over time. A short, neutral wellbeing check at the start and after four to six weeks, such as the WHO-5, tells you more. [1]
Report honestly
- Show everyone who started, not just those who finished.
- Report programme use and on-demand use separately.
- Without a comparison group, treat change as a signal, not proof.
These are the measures we use in every MindReset pilot.