GlossaryActivation
Activation refers to the point at which an eligible person takes a first action defined as significant. This action can be account creation, first participation, or first use. The term must always be accompanied by its operational definition and the period over which it is measured.
A concrete example
Out of 1 000 registered users, 300 perform the action defined as activation, for example, a first valid declaration. The activation rate is then 30% in this hypothetical example.
A point to consider
A login and a first useful action do not describe the same level of engagement. Define the event before comparing campaigns.
Identify the first obstacle in the process
Break down the path from invitation, account access, and first useful action. Measure the transition from one step to the next for the same population and within the same timeframe. If access is successful but action is not, examine understanding of the rule, the effort required, and the availability of the benefit. A follow-up doesn't resolve a blocking form or a promise that's difficult to understand.
Questions to ask your team
- Is the activation event recorded only once per person?
- What timeframe gives everyone a realistic opportunity to participate?
Infographics