Keep them on track: Install the guardrails that are required to keep users on the path—dedicated onboarding flows, help text, event-driven emails, proactive text outreach…whatever it takes to pull them in and get them to the activation finish line. Measure activation weekly: Like Brad did, you should be measuring activation every week as a company. How many new users should have completed activation last week vs. how many did? Don’t over-engineer it—but if you want to improve it, the first thing you need to do is pay attention to it.
