A typical food-delivery export for a Penang-based app shows a crowd at registration, a smaller crowd at first restaurant view, and a thin line at first paid order. The chart is familiar. The reasons are not interchangeable.
Some drop-off is coverage. If the person’s pin sits outside the handful of kitchens you have contracted in Butterworth, the session ends without a failure event. We treat that as a supply hole, not an onboarding defect, and we write it that way so the kitchen team is not sent to rewrite a welcome screen.
Some drop-off is payment. First-order events that stop after the pay sheet appear often coincide with cards that fail 3-D Secure, or with cash-on-delivery being hidden in a particular neighbourhood. Naming the neighbourhood, when the export carries a district, is more useful than a national percentage.
The remaining drop-off is slower: people who browse at lunch on Monday and order on Thursday. If you count activation only inside the first session, you will scold a pattern that is ordinary for office workers in Prai who decide food after a meeting. A report should publish both the same-session rate and the seven-day rate, with the definition printed on the same page.