Signal Guide
A thematic guide we use with clients: which behavioral signals deserve definitions, and which should stay out of the dashboard until the path is measurable.
Activation is the first moment a user experiences the product’s core value—not the first login. Define it as an outcome the user can recognize (project created, first report shared, first order submitted). Instrument the confirmation of that outcome, then work backward only as far as decisions require.
Habit signals are recurring actions that predict continued use. Prefer frequency of value moments over raw opens. Document the expected cadence for your product (daily capture, weekly review, monthly close) so retention charts match reality.
Churn risk is a change in pattern, not a single missed day. Look for declining depth of use, abandoned mid-path flows, or silence after a previously regular habit. Define thresholds with product leads before wiring alerts.
Expansion signals mark readiness for paid plans, seats, or add-ons: repeated use of a gated feature, invite volume, or workspace growth. Keep them separate from vanity engagement so sales and success teams trust the list.
We run taxonomy workshops and path reviews that turn this guide into your team’s dictionary.