Within this tab, the Activation Analysis utilizes gray, purple, and yellow boxes.

It is essential for grasping the contextual framework of the analysis.

For instance:

- "Gray" represents users visiting the marketing website for sign-ups [Signup].
- "Gray + purple" signifies users signing up and Line approval [setup].
- "Purple + yellow" indicates Line approval leading to product subscription [aha].
- "Yellow + purple" represents subscribing to the product and initiating the first line [habit].

Consequently, the Activation is defined as a combination of setup, aha, and habit moments.

I put this tool together for several reasons - to boost user activation by performing Activation Analysis to pinpoint the stages where users are more likely to disengage and to formulate a growth strategy at the product features level and refine the marketing strategy at the messaging level in cooperation with the product and marketing team.

This also helps us when reporting growth, as we can perform internal data testing, verification, and validation to ensure a tracking gap is absent, and the error percentage is maintained below 0.1%.

These steps and how they flow into one another can be interpreted in two ways:

1. Horizontal reading facilitates understanding the drop-off at each step.
2. Vertical reading aids comprehension of growth over time, employing color coding. An increase is represented in green, a decrease in red, and, at the end, the average is calculated.

This document constitutes a high-level monthly analysis shared with the cross-functional team. Nonetheless, within my growth team, we perform daily and weekly analyses, adhering to the same framework but with variations in frequency such as daily, weekly, bi-weekly, and monthly.

We utilize drop-off data at each step as a foundation for change. We implement diverse messaging engagement strategies and conduct multiple experiments to enhance the overall product experience.


This is certainly not a final step in tracking growth! The Activation Analysis constitutes the initial phase, and the subsequent part is the Churn Analysis, which I may share in the future.


Abhinandan Yadav

I created this PLG activation analysis to understand the product activation rate along with architecture and data from the start to end point.

PLG System Architecture and Activation

Product-Led Growth System Architecture

Product-Led Growth Activation

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