Article · 25 min read
How to Measure Onboarding: Advanced Topics in Activation Metrics
Aakash Gupta and Ramli John · Product Growth Free Advanced
Goes past the single aha metric to a three stage model (setup, aha, habit) with Apollo.io and Appcues case studies, plus the failure modes: no retention correlation, and changing the metric every quarter.
- Break activation into three stages, Setup, Aha and Habit, instead of one 'X in Y days' metric.
- Appcues lifted activation from under 2 percent to 25 percent by cutting onboarding into smaller steps.
- At Appcues, users who talk to a human are 2 to 3 times more likely to activate sooner.
- For one B2B company, Facebook and Instagram signups activated up to three times worse than organic.
