Activation¶
The Activation stage in the AAARRR framework is all about ensuring that new users experience the core value of your product as quickly and effectively as possible. It's the moment when a user first says, 'Aha! This is useful.' The specific action that defines activation will vary by product, but it typically reflects an initial milestone that correlates with long-term engagement. For example, for Instagram, it might be uploading a first photo; for a SaaS tool, it might be completing a setup wizard or creating a first project.
The activation metric answers the question: what percentage of new users have experienced the product’s value? It’s often calculated as the number of users who perform a key action divided by the total number of new users. For instance, if 100 out of 1,000 new users complete their first task in the product, your activation rate is 10%.
Defining your activation moment isn’t something to guess—it's best approached by analyzing user behavior to identify what early actions lead to retention and long-term success. A solid benchmark for activation rates is around 30%, though this can vary depending on the product and industry.
Improving activation means reducing friction in the onboarding process, making the value proposition clear early, and designing experiences that drive users toward their first moment of success.
Related KPIs¶
| Metric | Description |
|---|---|
| Action-to-Activation Time Lag | Action-to-Activation Time Lag measures the time it takes for a user to move from their first meaningful action (e.g. sign-up or click) to reaching activation. It helps assess onboarding speed and the friction between interest and value realization. |
| Activated-to-Follow-Up Engagement Rate | Activated-to-Follow-Up Engagement Rate measures the percentage of activated users who engage with the product again within a specific time window. It helps evaluate short-term retention and stickiness post-activation. |
| Activation Cohort Retention Rate (Day 7/30) | Activation Cohort Retention Rate (Day 7/30) measures the percentage of users who, after reaching activation, return to use the product 7 or 30 days later. It helps evaluate how well activation leads to ongoing engagement and early product adoption. |
| Activation Conversion Rate | Activation Conversion Rate measures the percentage of users who reach the activation milestone out of all users who entered the onboarding or trial flow. It helps evaluate onboarding effectiveness and product-led growth readiness. |
| Activation Progression Score | Activation Progression Score measures how far a user has progressed through a predefined series of activation milestones. It helps track onboarding momentum and identify where users drop off before reaching full activation. |
| Activation Rate | Activation Rate measures the percentage of users who reach a predefined milestone that signifies meaningful initial engagement or product adoption. This milestone, often referred to as "activation," represents the moment when users experience the core value of the product for the first time. |
| Activation Rate by Source | Activation Rate by Source measures the percentage of users from each acquisition channel who reach activation. It helps assess the quality of acquisition sources and their ability to drive users to value. |
| Activation-to-Expansion Rate | Activation-to-Expansion Rate measures the percentage of activated accounts that go on to expand—typically by adding users, upgrading plans, or increasing usage. It helps assess whether activation is leading to monetization and account growth. |
| Active Feature Usage Rate | Active Feature Usage Rate measures the percentage of active users who engage with a specific feature within a given time period. It helps determine the feature’s relevance, discoverability, and stickiness. |
| Breadth of Use | Breadth of Use measures the number of distinct features, modules, or product areas used by a single customer or account. It helps assess product adoption depth and customer stickiness. |
| Content Engagement | Content Engagement measures the level of interaction, interest, and value that users derive from content. It encompasses metrics like time spent on content, shares, comments, likes, click-throughs, and other forms of interaction that signal user involvement. |
| Converted PQL Lifetime Value | Converted PQL Lifetime Value measures the average lifetime revenue from product-qualified leads (PQLs) who convert to paying customers. It helps evaluate the revenue impact of product-led acquisition. |
| Customer Effort Score | Customer Effort Score (CES) measures how easy it is for customers to accomplish a task, such as resolving an issue, making a purchase, or using a feature. Typically, customers are asked to rate their experience on a scale, with lower effort indicating a better experience. |
| Customer Feedback Score (Post-activation) | Customer Feedback Score (Post-activation) measures the average rating or sentiment provided by customers after reaching a defined product activation milestone. It helps assess product satisfaction and value delivery in early stages. |
| Daily Active Users | Daily Active Users (DAU) measures the total number of unique users who engage with a product, app, or website on a given day. Engagement criteria may vary by product, such as logging in, completing a transaction, or performing a specific action. |
| DAU/WAU Ratio | DAU/WAU Ratio compares the number of Daily Active Users (DAU) to Weekly Active Users (WAU) over a specified time period. It represents the proportion of weekly users who engage with your product daily, offering insight into how often users return. |
| Drop-Off Rate | Drop-Off Rate measures the percentage of users who leave a process, page, or journey before completing a desired action. This metric identifies points of friction or disengagement, helping you optimize user flows for better retention and conversion. |
| Drop-Off Rate During Onboarding | Drop-Off Rate During Onboarding measures the percentage of users who start but do not complete the onboarding process. It helps identify friction points in user activation and early product engagement. |
| Engagement Depth (First 3 Sessions) | Engagement Depth (First 3 Sessions) measures how thoroughly new users or visitors interact with your product or content during their first three sessions. It helps assess early-stage user interest and value perception. |
| Engagement Metrics | Engagement Metrics are data points that measure how users interact with your product, content, or campaigns. They assess the depth, frequency, and quality of user interactions, providing insights into customer interest, satisfaction, and loyalty. |
| Engagement Rate | Engagement Rate measures the level of interaction users have with your content, product, or campaigns relative to the size of your audience. It provides insight into how effectively your efforts capture attention and encourage meaningful user actions. |
| Error Rate | Error Rate measures the percentage of errors or failures occurring during a specific process, interaction, or system operation. It reflects the quality and reliability of a product, service, or workflow. |
| Exit Rate | Exit Rate is the percentage of visits to a specific webpage or app screen that end with the user leaving the site or app entirely. It shows how often a particular page or screen is the last one visited during a session. |
| Feature Adoption / Usage | Feature Adoption measures the percentage of users who actively engage with a specific product feature over a given period. It indicates how successfully a feature resonates with your audience and integrates into their workflow or usage patterns. |
| Feature Adoption Rate (Early) | Feature Adoption Rate (Early) measures the percentage of new users who use a key feature within their first few sessions or days. It helps evaluate onboarding effectiveness and early value realization. |
| Feature Adoption Velocity (Top 3 Features) | Feature Adoption Velocity (Top 3 Features) measures the average time it takes for new users to adopt your top 3 product features after onboarding. It helps assess onboarding effectiveness and early value alignment. |
| First Contact Engagement Rate | First Contact Engagement Rate measures the percentage of new users who engage meaningfully after their very first interaction with your brand or product. It helps assess how well your initial touchpoints drive further action. |
| First Critical Feature Reuse Rate | First Critical Feature Reuse Rate measures the percentage of users who return to use a key feature for a second time within a set period. It helps assess whether the feature delivered enough value to encourage repeat behavior. |
| First Feature Usage Rate | First Feature Usage Rate measures the percentage of new users who use at least one core feature during their initial sessions. It helps assess early product interaction and onboarding effectiveness. |
| First Referral Conversion Time | First Referral Conversion Time measures the average time it takes for a referred user to convert after clicking a referral link. It helps track how quickly referred traffic becomes active or paying. |
| First Session Completion Rate | First Session Completion Rate measures the percentage of new users who complete a defined onboarding or usage flow during their first session. It helps track early-stage friction and product clarity. |
| First-time User Conversion Rate | First-Time User Conversion Rate measures the percentage of new users or visitors who complete a desired action, such as making a purchase, or subscribing during their first interaction with your product or service. |
| Immediate Time to Value | Immediate Time to Value (ITTV) refers to the time it takes for a customer to experience the initial, meaningful value of a product or service after their first interaction. It focuses on the speed at which customers realize a quick win or tangible benefit. |
| Incentive CTA Click Rate | Incentive CTA Click Rate measures the percentage of users who click on a call-to-action that includes an incentive (e.g., free trial, discount, gift, reward). It helps assess the effectiveness of incentive-based messaging. |
| Key Feature Exploration Rate | Key Feature Exploration Rate measures the percentage of users who engage with a high-value feature for the first time—regardless of whether they complete or repeat use. It helps evaluate feature discoverability and user curiosity. |
| Lead Response Time | Lead Response Time measures the average time it takes for a sales or marketing team to follow up with a lead after their initial inquiry or interaction. It evaluates how quickly your team engages with potential customers. |
| Lead Response Time (Post-Onboarding) | Lead Response Time (Post-Onboarding) measures the average time it takes for a sales or success team to follow up with a newly onboarded user or lead. It helps track handoff efficiency and momentum preservation. |
| Monthly Active Users | Monthly Active Users (MAU) is the total number of unique users who engage with a product, service, or platform within a given month. Engagement can include logging in, performing key actions, or interacting with specific features, depending on the product’s goals. |
| Multi-Session Activation Completion Rate | Multi-Session Activation Completion Rate measures the percentage of users who complete the full activation flow across more than one session. It helps track long-path engagement and sustained activation behavior. |
| Onboarding Completion Rate | Onboarding Completion Rate measures the percentage of users who successfully complete the onboarding process, transitioning from new sign-ups to fully onboarded users. It reflects how effectively your onboarding flow prepares users to engage with your product or service. |
| Onboarding Drop-off Rate | Onboarding Drop-Off Rate measures the percentage of users who begin the onboarding process but fail to complete it. It highlights where users lose interest or encounter obstacles during onboarding. |
| Onboarding Satisfaction Score (OSS) | Onboarding Satisfaction Score (OSS) measures the average satisfaction rating given by users after completing their initial onboarding experience. It helps gauge perception of ease, clarity, and helpfulness. |
| Paywall Hit Rate | Paywall Hit Rate measures the percentage of users who encounter a paywall or upgrade prompt during their session. It helps quantify how often users reach the limits of free access. |
| Percent Completing Key Activation Tasks | Percent Completing Key Activation Tasks measures the share of users or accounts who complete one or more predefined activation actions within a given timeframe. It helps assess early engagement quality and product onboarding effectiveness. |
| Percent of Accounts Completing All Key Trial Actions | Percent of Accounts Completing All Key Trial Actions measures the share of trial accounts that complete all pre-identified actions during the trial. It helps evaluate readiness to convert and alignment with the product’s core value during the trial window. |
| Percent of Accounts Completing Key Activation Milestones | Percent of Accounts Completing Key Activation Milestones measures the proportion of accounts that reach predefined, high-value activation checkpoints. It helps determine whether users are progressing toward long-term adoption. |
| Percent of Accounts Reaching Product-Qualified Lead (PQL) Status | Percent of Accounts Reaching Product-Qualified Lead (PQL) measures the proportion of trial or freemium accounts that meet your product usage thresholds to be flagged as sales-ready. It helps quantify the efficiency of product-led qualification. |
| Percent of Accounts with 3+ Activated Users | Percent of Accounts with 3+ Activated Users measures the share of accounts where at least three individual users have completed activation steps. It helps identify depth of adoption and signals potential virality or team-based expansion. |
| Percent of Accounts with Multi-Role Engagement | Percent of Accounts with Multi-Role Engagement measures the share of accounts where users from two or more distinct roles are actively using the product. It helps identify cross-functional adoption and account maturity. |
| Percent of Users Engaging with Top Activation Features | Percent of Users Engaging with Top Activation Features measures how many new users interact with the highest-impact features tied to activation. It helps assess onboarding effectiveness and early value delivery. |
| Product Qualified Accounts | Product Qualified Accounts (PQAs) are accounts (businesses or organizations) that have reached a predefined level of engagement with your product, indicating a high likelihood of converting into paying customers. PQAs represent accounts where multiple users demonstrate behaviors that signal readiness to upgrade or purchase. |
Remark: Compared to a PQA, a PQU, is an individual user who has engaged with a product in a way that signals potential buying interest or authority. This is more common in smaller businesses where users may also be decision-makers. | | Product Qualified Leads | Product Qualified Leads (PQLs) are individual users that have demonstrated meaningful engagement with a product, indicating a high likelihood of converting into paying customers. PQLs are typically identified through specific behaviors that align with the product’s core value.
Remark: Compared to a PQL, a PQA refers to an entire account or organization that has demonstrated significant engagement and activity with a product, indicating a higher likelihood of conversion or expansion. This concept is particularly relevant in B2B contexts where the decision-making process involves multiple stakeholders within an organization | | Product Sharing Rate | Product Sharing Rate measures the percentage of users who share a part of the product experience with others—such as inviting teammates, generating shareable links, or embedding product outputs. It helps quantify virality and product-led acquisition. | | Product-Engaged Leads (PELs) | Product-Engaged Leads (PELs) are users or accounts that demonstrate meaningful in-product behavior indicating buying intent or readiness for sales outreach. It helps connect product usage signals with sales qualification criteria. | | Redemption Rate | Redemption Rate measures the percentage of distributed promotions, coupons, or rewards that customers redeem or use within a specified period. It evaluates the effectiveness of promotional campaigns and customer engagement with incentives. | | Referral Engagement Rate | Referral Engagement Rate measures the percentage of referred contacts who engage with a referral message or link—by clicking, opening, or viewing the content. It helps track the interest and resonance of referral invitations. | | Revenue per Trial User | Revenue per Trial User measures the average revenue generated per user who enters a product trial—regardless of whether they convert or not. It helps quantify the trial program’s financial efficiency. | | Self-Serve Checkout Rate | Self-Serve Checkout Rate measures the percentage of users who successfully complete a purchase or upgrade through a self-serve flow without human intervention. It helps evaluate the effectiveness of your product-led conversion path. | | Self-Serve Upgrade Rate (Post-Activation) | Self-Serve Upgrade Rate (Post-Activation) measures the percentage of activated users who upgrade to a paid plan through a self-serve flow, without sales or CS intervention. It helps evaluate the product’s ability to convert engaged users into paying customers. | | Session Frequency | Session Frequency measures how often users return to a website, app, or platform within a specific period. It tracks the average number of sessions per user, providing insights into user engagement and loyalty. | | Session Length | Session Length measures the total time a user spends actively engaging with a website, app, or platform during a single session. It begins when a user starts interacting and ends when they leave or become inactive for a predetermined duration (e.g., 30 minutes of inactivity). | | Short Time to Value | Short Time to Value (STTV) measures the time it takes for a customer to experience their first significant value or benefit from your product or service. This metric emphasizes achieving quick wins that demonstrate value early in the customer journey. | | Sign-Up to Subscriber Conversion Rate | Sign-Up to Subscriber Conversion Rate measures the percentage of users who sign up for a product or service and then convert into paying subscribers. It reflects how effectively your onboarding and conversion strategies move users from free trials, freemium plans, or initial interest into paid commitments. | | Signup Abandonment Rate | Signup Abandonment Rate measures the percentage of users who begin but do not complete the signup or account creation process. It helps identify friction points in your conversion funnel and reduce lost opportunities at the top of the funnel. | | Signup Completion Rate | Signup Completion Rate measures the percentage of users who finish the full signup or account creation process after initiating it. It helps assess the efficiency and effectiveness of your conversion funnel entry point. | | Signup Funnel Completion Rate | Signup Funnel Completion Rate measures the percentage of users who successfully complete all steps in a multi-step signup process. It helps identify friction points and optimize conversion flow across each stage. | | Stickiness Ratio | Stickiness Ratio measures how often users return to your product by comparing daily active users (DAU) to monthly active users (MAU). It helps evaluate how “sticky” or habit-forming your product is. | | Task Success Rate | Task Success Rate measures the percentage of users who successfully complete a specific task or goal on a website, app, or product interface. It indicates how effectively the design and functionality support user needs. | | Time in App | Time in App measures the total amount of time users spend actively engaging with a mobile or web application over a specific period. It reflects how much value users derive from the app and its ability to capture their attention. | | Time on Task | Time on Task measures the amount of time users take to complete a specific task or goal within a system, interface, or application. It reflects the efficiency and ease of use of your product or service. | | Time to Basic Value | Time to Basic Value (TTBV) measures the time it takes for a new user or customer to achieve their first significant milestone or experience the basic value of a product or service. It represents how quickly the product delivers on its core promise to users. | | Time to First Contact | Time to First Contact measures the time elapsed between a user or lead’s initial conversion event (e.g., signup, form submission, demo request) and your team’s first outreach or response. It helps assess responsiveness and lead handling speed. | | Time to First Habitual Action | Time to First Habitual Action measures the average time it takes a user to perform a recurring, value-driving action for the second or third time — indicating the start of habit formation. It helps assess how quickly users are becoming engaged and sticky. | | Time to First Key Action | Time to First Key Action measures the average time it takes for a new user to complete a product’s primary activation event — often referred to as the “aha moment.” It helps track how quickly users begin experiencing real value. | | Time to First Repeat Action | Time to First Repeat Action measures the average time it takes for a user to repeat a key behavior (e.g., log in, run a report, send a message) after their first instance. It helps track habit-formation velocity and early product stickiness. | | Time to First Value | Time to First Value (TTFV) measures the time it takes for a new user or customer to achieve their first meaningful experience with your product or service. It represents the point at which a user realizes initial value, validating their decision to engage with your solution. | | Time to PQL Qualification | Time to PQL Qualification measures the average time it takes for a user or account to reach Product-Qualified Lead (PQL) criteria after signing up or starting a trial. It helps track how quickly users demonstrate high intent or sales-readiness via product usage. | | Time to Self-Serve Sign-Up | Time to Self-Serve Sign-Up measures the average amount of time it takes for a prospect to sign up for a product or trial after their first meaningful touchpoint (e.g., site visit, ad click, content download). It helps track lead urgency and top-of-funnel conversion velocity. | | Time to Value | Time to Value (TTV) measures the time it takes for a new customer to realize the promised value of a product or service after adoption. It tracks the duration from when a customer begins using the product to when they achieve their first meaningful benefit or milestone. | | Time to Value (Expansion Features) | Time to Value (Expansion Features) measures the average time it takes for users or accounts to adopt and gain value from premium or advanced features after their initial onboarding or activation. It helps assess expansion readiness and product maturity velocity. | | Trial Engagement Rate | Trial Engagement Rate measures the percentage of users who actively engage with your product during their trial period—using defined engagement behaviors like logins, feature usage, or team invites. It helps assess trial quality and onboarding effectiveness. | | Trial Sign-Up Rate | Trial Sign-Up Rate measures the percentage of visitors or leads who initiate a free trial during a specific time period. It helps assess the effectiveness of your website, CTAs, messaging, and funnel UX in converting traffic into product exploration. | | Trial-to-Paid Conversion Rate | Trial-to-Paid Conversion Rate measures the percentage of users who sign up for a free trial or freemium version of a product and subsequently upgrade to a paid subscription or plan. | | Upgrade Intent Signal Rate | Upgrade Intent Signal Rate measures the percentage of users or accounts that exhibit behaviors indicating a likely upgrade to a paid or higher-tier plan. It helps identify product-qualified upgrade opportunities early in the user journey. | | Usage Depth | Usage Depth measures the extent to which users engage with the features, functionalities, or content of your product. It reflects how comprehensively users utilize available features, providing insight into their engagement and the product’s perceived value. | | Visitor-to-Sign-Up Conversion Rate | Visitor-to-Signup Conversion Rate measures the percentage of website visitors who convert into sign-ups for a free trial, product, or account. It helps assess your website’s ability to turn attention into action. | | WAU/MAU Ratio | The WAU/MAU Ratio compares the number of Weekly Active Users (WAU) to Monthly Active Users (MAU). It represents the percentage of users who engage with your product weekly out of those who are active within a month. | | Weekly Active Users | Weekly Active Users (WAU) measures the total number of unique users who engage with your product, service, or platform at least once during a specific week. It reflects the breadth of active engagement within a weekly timeframe. |