Activation
01 Definition
Activation meaning: The stage where a new user first experiences the product's core value.
Activation is the moment a new user takes the key action that shows they got real value, often called the aha moment. Examples include finishing setup or sending a first message. It sits between acquisition and retention, and weak activation means many new signups quietly drift away.
Why it matters
How Activation fits the work
Activation predicts whether new users will stick, so improving it usually lifts retention and revenue more than adding more signups.
In context
The team defined activation as inviting one teammate; users who did so within a week retained at twice the rate of those who did not.
Practical note
Define activation as a specific action tied to value, not just account creation. A vague definition makes the metric easy to inflate and hard to act on.