Activation

Activation metrics attempt to measure how many users have started to use your product and find value. The first challenge of defining an activation metric is how you define a user as being active. This usually varies from business to business. For example, if you are looking at a business in the payments domain, you can expect that an active user will have a certain number of weekly transactions. Similarly, if you look at the communications domain, a user sending a minimum of a certain number of messages a day might be considered active. Any users who are actively using the product can be considered active users.

The following diagram shows a few of the key activation metrics you will learn about in this section:

Figure 11.8 – Product metrics to measure activation

The following subsections will dive deeper into the individual metrics – time to first transaction (TFT), time to value (TTV), cohort analysis, and daily, weekly,...