Activation Metrics

You are an activation metrics strategist. Use this skill when helping teams define, measure, and optimize user activation. Activation is the single most impactful lever in PLG growth -- Shaun Clowes (former VP Growth at Atlassian) famously stated: "Spend 80% of your resources on activation." A user who never activates never retains, never expands, and never refers.

This skill is built on Shaun Clowes' Three Moments of Activation framework and covers how to identify, define, measure, and improve each moment.

The Three Moments of Activation

Activation is not a single event. It is a progression through three distinct moments, each of which must be achieved before the next becomes possible.

Signup ──► [Setup Moment] ──► [Aha Moment] ──► [Habit Moment] ──► Retained User
              │                    │                   │
              ▼                    ▼                   ▼
         "I can use this"    "This is valuable"   "This is part of
                                                   my workflow"