Which Metrics measure Activation in Consumer Apps?
Measuring activation in consumer apps requires an understanding of different types of apps and their specific activation metrics. These metrics are tailored to the unique user journey and core functionality of each app.
Social Media Apps:
For social media apps, activation might be measured by following metrics crossing a threshold:
☞ the number of posts made by a user,
☞ the frequency of app usage, or
☞ the level of interaction with content (likes, shares, comments).
Utility Tools:
In utility apps, such as productivity or health tools, activation can be gauged by
☞ the regularity of app usage crossing a threshold,
☞ completion of set tasks, or
☞ achievement of certain milestones within the app.
Payment Apps:
For payment or financial apps, following metrics crossing a threshold can be key indicators of activation:
☞ the number of transactions,
☞ value of transactions, or
☞ the variety of financial activities (transfers, bill payments, etc.) .
Takeaway:
Activation metrics in consumer apps offer insights into how users are engaging with the app's core features. Understanding the respective aha moment for the app and the funnel steps leading to that moment, give us the overall activation metrics, specific to each app type.
These metrics are crucial for tracking the user journey to the 'Aha Moment' and beyond, providing a foundation for strategies to enhance long-term user retention.