Activation
The point at which a new user reaches a threshold of product usage that predicts retention.
Definition
Activation is the single event or small chain of events that separates signups who retain from signups who churn. Classic examples, '7 friends in 10 days' at Facebook, '30 songs played' at Spotify. Product Ops often owns the activation definition across the product team and the dashboards that track conversion to activation by cohort.
Related concepts
Frequently Asked Questions
Activation is the single event or small chain of events that separates signups who retain from signups who churn. Classic examples, '7 friends in 10 days' at Facebook, '30 songs played' at Spotify. Product Ops often owns the activation definition across the product team and the dashboards that track conversion to activation by cohort.
Activation is part of the Product Operations vocabulary under the metrics category. Product Ops leaders use this concept when running planning rituals, setting operating standards, and aligning cross-functional stakeholders.