Share of new users who reach a defined value moment.
Define activation by your product's first value action (e.g., project created).
Self‑serve tools often target 20–40% in early stages; improve with guided onboarding.
New signups 5,000; Activated 1,350 → 27% activation.
Choosing vanity actions; not segmenting by source/device; ignoring time‑to‑activation.
Product slide: funnel from signup → activation → retention with % and time to value.
Activation 27% in 24h after signup (guided onboarding).