Activation Rate
The percentage of new users who reach a predefined 'aha moment' — the point where they first experience the product's core value.
Activation rate is the single most important PLG metric. It measures how effectively your product delivers its promise to new users. A user who activates is 3-5x more likely to convert to paid than one who doesn't.
Defining the activation event is critical. It should be the earliest meaningful value moment — not just completing onboarding, but actually experiencing the product's benefit. For a video tool, activation might be "watched their first generated video."
Industry benchmarks: 20-40% activation is average for B2B SaaS. Top PLG companies achieve 60%+.
How Clipus relates
Clipus's activation moment: seeing your first AI-generated video from your own product URL. We optimize for time-to-first-video.