Activation

Activation metrics attempt to measure how many users have started to use our product and find value. The first challenge of defining an activation metric is how we define a user as being active. This usually varies from business to business. For example, if we are looking at a business in the payments domain, we can expect that an active user will have a certain number of weekly transactions. Similarly, if we 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 illustration shows a few of the key activation metrics we'll learn about in this section.