Activation
The moment a user experiences the core value (“aha moment”). In AAARRR, it’s the step where the user becomes meaningfully active.
Definition
The moment a user experiences the core value (“aha moment”). In AAARRR, it’s the step where the user becomes meaningfully active.
More context
Activation is the point where a user first experiences the product’s value in a way that predicts retention or revenue. It’s usually defined as a specific behavior (or set of behaviors), not “signed up”.
Why it matters
If activation is weak, acquisition improvements often fail to translate into durable growth. Activation is one of the highest-leverage stages in many products.
How to use it
Define an activation event that correlates with retention/revenue, instrument it, and prioritize experiments that reduce time-to-value or increase activation rate.
Common pitfalls
Using a vanity activation event (like account creation), or optimizing onboarding UI without measuring outcomes.
Related terms
- KPI (Key Performance Indicator) — A measurable number used to guide decisions and evaluate progress. The first step in the process is choosing a KPI that can be measured periodically.
- Retention — How well users/customers keep coming back. Strong retention compounds growth and is often a better lever than more acquisition.
- Testing — The focus on running tests where outcomes aren’t known upfront. Testing is executed as part of a repeatable cycle and documented thoroughly.
- Learning experience — A mindset where outcomes (including failures or execution issues) are treated as learning that improves future decisions and process quality.