My brilliant blog 6565

Marketing KPI for Activation Rate and Engagement

Activation rate and engagement are two marketing kpi families that tell very different stories, and together they explain why some campaigns feel successful in reports while customers never become active users. I learned this the hard way on a product-led growth team where the top-of-funnel metrics looked great, but cohorts stayed dormant. The dashboards showed traffic, sign-ups, and even email click-throughs, yet the product kept collecting “new users” who never crossed th