Activation Campaigns

Domain: ActivationMotion: CampaignOwner: GrowthOwner: Product Management (PM)Entity: UserStage: Activation

Activation

Activation Campaigns is a targeted initiative designed to motivate new or existing users to experience key value moments within a product or service. It coordinates execution across touchpoints so teams can move users or accounts toward the target outcome. Relevant KPIs include Multi-Session Activation Completion Rate and Percent of Users Engaging with Top Activation Features.

Related KPIs

Metric	Description
Multi-Session Activation Completion Rate	Multi-Session Activation Completion Rate measures the percentage of users who complete the full activation flow across more than one session. It helps track long-path engagement and sustained activation behavior.
Percent of Users Engaging with Top Activation Features	Percent of Users Engaging with Top Activation Features measures how many new users interact with the highest-impact features tied to activation. It helps assess onboarding effectiveness and early value delivery.
Product Adoption Rate	Product Adoption Rate measures the percentage of users or customers who adopt a product or feature within a specific time period after its introduction. It reflects how well the product resonates with its target audience and fulfills their needs.
Time to First Key Action	Time to First Key Action measures the average time it takes for a new user to complete a product’s primary activation event — often referred to as the “aha moment.” It helps track how quickly users begin experiencing real value.