Learn about activation metrics, defining active users, and specific measurement tools.

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.

Get hands-on with 1200+ tech skills courses.