How ValueTrack increased the retention rate at McDonald’s by 30% among first-time customers and helped build long-term habits early.

Most customers do not disappear all at once.

They slow down first.
They place an order, open an email, click an offer.
And then nothing meaningful happens next.

For McDonald’s, the challenge was clear: turn first-time customers into repeat users before early momentum disappeared.

Because that is where lifecycle strategies often lose value. The customer looks active, but the next behaviour never happens.

So we used ValueTrack to identify which actions moved customers forward and where the lifecycle needed to intervene earlier.

This resulted in 30% more first-time customers moving into repeat behaviour, helping build long-term habits from the start.

ValueTrack helps marketing teams see where momentum is created, where it stalls, and which behaviours need to happen earlier to turn first activity into lasting value.

It gives lifecycle teams a clearer structure for moving customers through the moments that matter most.

In this video, we show the process behind that 30% uplift, and how ValueTrack helped turn first-time customers into repeat behaviour earlier in the journey: https://www.youtube.com/watch?v=JwBk1pfhAk8