Time to Engaged
Signup to the second value milestone — where trying the product turns into relying on it.
What is it?
Time to Engaged is the median time from signup to the second value milestone — the point where a customer moves from trying the product to relying on it. Where activation is the first taste of value, engagement is the habit forming.
It captures the depth of early adoption that a single activation event misses. Two products can activate users equally fast, but the one that gets them to the second milestone sooner will retain and expand far better.
How to calculate?
For each account, measure the time from signup to the second defined value milestone, then take the median across the cohort. As with activation, the choice of milestone determines whether the number means anything — it should mark genuine, repeated use.
Read it alongside time to activated: a small gap between the two means users who taste value quickly build the habit quickly; a large gap flags a drop-off between first and repeat use worth investigating.