Case Study: Viber boosts active-user retention and data-driven growth with Mixpanel

Viber’s formula to measure active users

Viber, the world’s third-largest messaging app with about 260 million monthly active users, faced the challenge of moving beyond vanity metrics to focus on meaningful engagement and retention—especially getting new users with no contacts to start conversations and form habits. Product Manager Idan Dadon led a company-wide effort to redefine success, prioritize features for real user value, and fight for market presence in competitive regions where retention matters for growth.

The team implemented a north-star metric for “active users,” splitting core users (who message or call) from content consumers, and built cohort analyses to target behavior-driven retention strategies. They tied initiatives and employee bonuses to that metric, integrated Mixpanel with marketing and acquisition to optimize channel spend, and iterated rapidly to move adopters from 2/7 to 5/7 activity. The result: clearer product priorities, more efficient acquisition, improved retention efforts, and measurable progress toward increasing meaningful engagement across key markets.

Viber

Idan Dadon

Product Manager