Activation rate
Activation rate is the share of new sign-ups who reach the moment they first get real value, the “aha” step, such as creating a first project or inviting a teammate. It sits between acquisition and retention: every point of activation turns more of the sign-ups you already paid for into customers, which makes it one of the cheapest growth levers to pull.
Model activation in the growth calculator
Related terms
A/B test
An experiment that shows two versions to comparable groups at random and compares how each converts, to learn whether a change caused a difference.
Churn rate
The share of customers (or revenue) lost in a period. Monthly customer churn of 5% means losing nearly half your customers in a year.
Customer lifetime value (LTV)
What a customer is worth over their whole relationship with you, usually as gross margin: monthly revenue × margin ÷ monthly churn.
Net Promoter Score (NPS)
A loyalty score from −100 to +100: the share of promoters (9–10 on “how likely are you to recommend us?”) minus the share of detractors (0–6).
RICE scoring
A prioritization method from Intercom: Reach × Impact × Confidence ÷ Effort, so ideas can be compared on one scale.
Assumption
A belief a solution depends on. If it turns out to be wrong, the solution fails — so the risky ones are worth testing first.