Activation Events List
Define the exact moment a signup becomes a user.
You can't improve activation until you've defined the event that counts.
The journey, step by step
Where the work concentrates
- Find the value moment5
- Instrument the events4
- Set the targets4
- Close the gap4
Find the value moment
List the three actions your best users did first.
Pick the one closest to the core promise.
It must happen in session one, not week one.
Sanity check: do retained users all pass through it?
Write it as a sentence: 'User has done X.'
Instrument the events
Track signup, first key action, and the activation event.
Add timestamps — time-to-activate matters as much as rate.
Fire events server-side where possible. Ad blockers lie.
Test each event with a fresh account before trusting it.
Set the targets
Measure your current activation rate. That's the baseline.
Target time-to-activate under 10 minutes.
Segment by channel — some sources never activate.
Review the number weekly. One owner, one chart.
Close the gap
Email non-activated users within 24 hours. One nudge.
Watch three sessions of users who stalled.
Remove one step between signup and the event.
Re-measure after each change. Ship, measure, repeat.
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