User engagement – Conversion points and KPIs

User engagement can vary wildly from one product to the next and there are a wide range of conditions you can track for user and device activity.

The first thing you'll want to do is benchmark and validate three different levels of usage:

1. Sub-par – below average usage for your product
2. Standard – the typical usage you would expect to see for your product
3. Remarkable – above average usage for your product

You can then use these markers to set OKRs for user engagement.

Start by thinking about whether your product is device-first (mainly operated through the device) or app-first (mainly operated through the app. You can then apply the conversion points and KPIs below based on your situation.

It's also worth noting that feature usage and reactivation can have a direct impact on user engagement, so it's a good idea to track these as additional success metrics.

Conversion points

Usage pattern change

A user or their device that was active X times in a specific timeframe has now been active Y times in the same but more recent timeframe.

For example: "A user that was active once last week has been active five times this week."

Key performance indicators (KPIs)

Average active days per user or device

The median number of active days for a user or device within a specific timeframe.

For example: "On average, devices were active for 17 days per month."

Activity pattern status

The # of times a user or device hits a specific activity marker defined by you.

For example: "The robot vacuum is used 11 times per month to vacuum the whole house."