Growth
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Measure activation, not just signups
Find the moment users experience value and build a growth strategy around helping them reach it.
Define a meaningful milestone
A signup is the start of a relationship, not proof that your product is useful. Choose an activation event that reflects a completed customer task, such as inviting a teammate and finishing a shared workflow. Validate the event against interviews and retention patterns.
Remove the next obstacle
Follow a small cohort from signup to that milestone. Look for confusing setup steps, missing data, and moments when users need help. Test one improvement at a time so you can connect the change to an observable result.
Track activation rate alongside time to value and later retention. Segment results by customer type and acquisition channel. A rising average can hide an onboarding experience that still fails an important group.
