TAP TAP GO
Start from the customer journey
For an individual, useful activation may involve completing and sharing relevant information. For a corporate buyer, it may involve an administrator successfully setting up a small team. Define the event in a way that reflects actual value and can be observed consistently through appropriate systems.
Avoid moving the goalposts
Keep the definition stable during a measurement period. If the product or customer mix changes, record the new definition and explain how it affects comparisons. A rising activation rate is not meaningful if the event became substantially easier without improving the customer experience.
Connect activation with later behaviour
Review whether activated customers continue to use the relevant workflow or need substantial support. The relationship helps assess whether the chosen event is a useful signal. Activation is a starting point for understanding value, not a guarantee of future loyalty or commercial success. Use customer language when explaining the activation event internally. If a metric cannot be translated into a meaningful customer accomplishment, the team may be optimising an administrative milestone rather than evidence that the product has begun to deliver value.
Illustrative operating example
A hypothetical team customer adds ten employee records but never completes the rollout. Counting record creation as activation may overstate progress. A more useful team event might require administrator approval and successful use by the intended pilot group.
Make it practical.
Use this checklist as you read. Checks are not stored.Published by Tap Tap Go. Product availability and eligibility vary by programme and market. About our stories.
