← Every exhibit
What does activation rate measure?
| Object | Observable event | Question it answers | Error when it is merged |
|---|---|---|---|
| Cohort entry | Signup, paid start, contract start, or another declared entry event | Who is eligible to be counted? | Traffic or excluded records enter the denominator |
| Setup completion | Workspace created, integration connected, or checklist step completed | Did an implementation activity occur? | Setup is called customer value |
| Activation or first value | First report exported, first workflow completed, or another declared value event | Did the customer reach the first observable benefit? | A convenient click becomes a universal definition |
| Time to value | Entry timestamp to first-value timestamp | How long did the first value take? | An elapsed-time question is reduced to a percentage |
| Recurring usage | Repeated use or repeated value event over a later period | Did the capability become a habit or operating routine? | First value is treated as durable adoption |
| Retention or outcome | Renewal, cancellation, continued subscription, or another later endpoint | What happened at the declared horizon? | A later outcome is attributed to activation by default |
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Reference & Evidence
Source: Table from this essay. Sources and interpretation are given in the article.
Related exhibits
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What does an activation-rate worksheet look like?
From the essay What is activation rate? The first value event must be observable
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The activation-rate cohort worksheet
From the essay What is activation rate? The first value event must be observable
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How should a team review an activation definition?
From the essay What is activation rate? The first value event must be observable