Product analytics
How users move through your product — signups, activation, engagement and conversion.
DAU/MAU (Stickiness Ratio)
The share of monthly active users who show up daily — how to read stickiness, and what counts as good for SaaS.
What is a good trial-to-paid conversion rate?
Trial conversion benchmarks by signup motion — why freemium at 3% and card-up-front at 40% can be the same quality funnel.
What is a good activation rate?
Activation benchmarks by product complexity — why 30% can be world-class, and the definition trap that makes most comparisons meaningless.
Time to Engaged
Signup to the second value milestone — where trying the product turns into relying on it.
Time to Activated
How fast a new signup reaches first value — and why speed to the aha moment decides everything after it.
Trials Started
A stronger intent signal than a raw signup — the bridge between the funnel top and paying customers.
Signups
The top of the funnel — a denominator for every rate below it, and a vanity number on its own.
Trial-to-Paid Conversion Rate
The share of trials that become paying customers — the sharpest read on whether your trial proves its value.
Activation rate
Why the percentage of users who reach value matters more than total signups.
New MRR
The recurring revenue from first-time customers — the cleanest read on whether acquisition is working.
Conversion Rate
Why signup-to-paid conversion is meaningless without cohort context — and the definition we recommend.