Amplitude · GTM

📄 Article

✓ Link checked Free Intermediate

Why we picked it A short, specific list of what to instrument on a self-serve funnel, including time to activation and time to convert, which are the two most people forget to track at all.

Top 10 Metrics to Measure Freemium and Free Trial Performance

From Amplitude by Carmen DeCouto 12 min read

Average day-seven activation is 6.8 percent, 5.1 percent in retail and 10 percent in manufacturing.
Amplitude's own freemium users tend to reach higher lifetime value than those who start paid.
For B2B products a weekly metrics check is a good starting cadence.
Track in-product calls to action to talk to sales as the bridge from PLG to sales.

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Answers We are about to launch. Should we go with freemium or a free trial? Our self-serve funnel converts at about 2 percent from signup to paid. Where do I even start looking? Sales wants to call every signup. How do I decide which ones deserve a human? How do I run a pricing or packaging experiment on a live self-serve funnel without blowing up revenue? What should I actually report to the board for a PLG business, given pipeline coverage means nothing here? What separates a top-quartile self-serve funnel from an average one, stage by stage? Our activation rate is 18 percent. Is that terrible, or is that just what it is? How do I convert more trials without turning the product into a nagging upgrade prompt? How do I build the data plumbing so activation signals reach sales while they still matter?

📄 Article

✓ Link checked Free Beginner

Why we picked it It defines time to value precisely enough to instrument: a start event, a value event, and the gap between them. The insistence that logging in is not value is the point most teams need to hear.

What Is TTV: A Complete Guide to Time to Value

From Amplitude 12 min read

Value means the customer accomplished something, not that they logged in or clicked around.
Track medians rather than averages, since time-to-value distributions have long tails.
Watch the 50th, 75th and 90th percentiles to see the full spread of experience.
Different roles need different value events: an admin connects a source, an analyst shares a dashboard.

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Answers Everyone says find your aha moment. What is it actually, and how do I find ours? What should a brand new user see in the first minute after they sign up? How do I pick one activation metric when the product supports five very different use cases? How do I cut time to value when the product genuinely needs setup work before it does anything useful? How do I set an activation target the whole company will actually rally behind? Which companies have genuinely fast time to value, and what did they cut to get there?

📄 Article

✓ Link checked Free Intermediate

Why we picked it Separates time to activation (finished setup) from time to value (solved the problem), which is the distinction that explains why your onboarding completion rate looks fine while churn does not.

Time to Value: The Key to Driving User Retention

From Amplitude by Michele Morales 10 min read

As many as 91 percent of new users drop off within 14 days.
Even 90th-percentile products see Day 1 activation near 21 percent, falling to about 12 percent by Day 7 and 9 percent by Day 14.
Over 98 percent of users churn within two weeks if they have not yet felt value.
At three months, top products retain 18.5 percent of users while median products retain 3.8 percent.

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Answers I just got handed my first set of accounts. What do I actually do in the first 30 days? What does a good customer onboarding actually look like?