# Why Aren’t Users Engaging?

If your funnel metrics reveal low uptake or drop-off, a process evaluation (PE, [see primer here](/level-linkages/linkage-across-levels/process-evaluations.md)) can diagnose the cause and inform product iteration before progressing to Level 3.

A process evaluation at this stage interrogates the assumptions in your theory of change about the user: what they know, what they can do, and what conditions need to be in place for them to engage as intended.

<table><thead><tr><th width="139.9453125">Funnel stage</th><th>Example PE questions</th><th>Methods</th></tr></thead><tbody><tr><td>Acquisition</td><td>Are the onboarding and recruitment processes delivering users to the product in ways that set up meaningful engagement — or are early frictions in the program's delivery model creating drop-off before users have a fair chance to engage?</td><td>Key informant interviews; administrative data on recruitment or referral sources</td></tr><tr><td>Engagement &#x26; Retention</td><td>What barriers (e.g. literacy demands, connectivity constraints, or social and structural limits on device access) are preventing the hardest-to-reach users from progressing through the funnel?</td><td>Interviews, focus groups, and/or surveys with non-adopters and early lapsed users from underserved subgroups</td></tr></tbody></table>

Document what product changes are made in response, and re-run the relevant funnel metrics afterward to confirm the bottleneck has been resolved.

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