The Activation explore has one row for every sign-up and every key action it could take next.
A sign-up is a visitor's first micro conversion: a lead, a demo request, a newsletter signup or a trial start.
A key action is a page type reached, such as Page: Cart, a sign-up form sent, such as Form: Sign up, or a click of a click type, such as Click: Add to cart, counted at its first time after the sign-up.
- Every sign-up has a row for every key action, so a rate is one key action's only when you filter to it or group by Key action.
Over several key actions, rates are empty rather than an average of unlike things.
- A rate counts only sign-ups old enough for it.
Reached within 7 days counts sign-ups at least 7 days old, and Stayed, a visit 28 to 56 days after the sign-up, those at least 56 days old.
- A visitor signs up once, at their first micro conversion, and only on an allowed origin.
A visitor is a device until Kontala resolves devices to people.
Charts on these dashboards are built on the Activation explore:
- Retention and cohorts: Activation
The Activation explore has 24 dimensions.
| Dimension | Type | Description |
|---|
| Sign-up time | Timestamp | When the visitor first made a micro conversion: a date range on it chooses the sign-ups. Time intervals: Raw, Day, Week, Month, Quarter, Year. |
| Sign-up | String | What the sign-up was: Trial start, Demo request, Newsletter signup or Lead. |
| Sign-up visit channel | String | How the visit the visitor signed up in arrived, by the rules of Channel in the page view explore. |
| Signed up 30+ days ago | Boolean | Whether the sign-up is at least 30 days old, so has had 30 days to reach a key action. |
| Dimension | Type | Description |
|---|
| Key action | String | What a sign-up could go on to do: reach a page type (Page: Cart), send a sign-up form (Form: Sign up), or click anything of a click type (Click: Add to cart). Every sign-up has a row for each. |
| Reached it | Boolean | Whether the visitor took the key action after signing up, at any time since. |
| Days to the key action | Number | Days from the sign-up to the first time after it the visitor took the key action, at a fraction of a day. Empty where they have not. |
| Time to the key action | String | How long after the sign-up the key action came, in five bands: 0 days (within the first 24 hours), 1-2 days, 3-6 days, 7-30 days, and Not in 30 days for a later one or none. |
| Stayed | Boolean | Whether the visitor visited 28 to 56 days after signing up, their fifth to eighth week. |
| Dimension | Type | Description |
|---|
| Acquisition channel | String | How the visitor's first visit arrived, by the rules of Channel in the page view explore: the channel that acquired them. |
| Acquisition source | String | Where the first visit came from, as the Visits explore's Source reads it. |
| Acquisition medium | String | How the first visit came, as the Visits explore's Medium reads it. |
| Acquisition campaign | String | The campaign the first visit's link carried. |
| Acquisition campaign ID | String | The ad platform's campaign id the first visit's link carried as utm_id. |
| Landing page type | String | The page type of the page the first visit landed on. |
| Device id kept | String | How long the visitor's browser keeps the device cookie between visits: 7 days on Safari and on every browser on iOS, longer elsewhere. |
| Dimension | Type | Description |
|---|
| Country | String | The visitor's country as a two-letter code, such as GB, from their IP address. IP Geolocation by DB-IP (https://db-ip.com/), CC-BY 4.0. A dashboard showing this must display that attribution. |
| Country name | String | The country's name in English, as the Unicode CLDR gives it, read from Country's code; a code CLDR does not name reads as itself. IP Geolocation by DB-IP (https://db-ip.com/), CC-BY 4.0. A dashboard showing this must display that attribution. |
| Continent | String | One of seven continents, read from Country by the UN's regions: North America includes Central America and the Caribbean. Russia is Europe; Turkey, Cyprus, Georgia, Armenia and Azerbaijan are Asia, as the UN files them. IP Geolocation by DB-IP (https://db-ip.com/), CC-BY 4.0. A dashboard showing this must display that attribution. |
| Dimension | Type | Description |
|---|
| Device class | String | Bucketed from window width, not from the User-Agent. A narrow desktop window reads as mobile, which is the honest answer for a layout question; Device type answers the hardware one. |
| Dimension | Type | Description |
|---|
| Device type | String | Desktop, mobile, tablet or smart tv, from the User-Agent header, and unknown where it names no platform: the hardware, where Device class is the layout the window's width gives. A tablet asking for desktop sites, as Safari on iPad does by default, reads as desktop. |
| Browser | String | The browser, from the User-Agent header. A browser built on Chromium that does not name itself there, such as Brave, Arc or a desktop app, reads as Chrome. A page opened inside an app reads as the app where it names itself, such as Instagram or the Google app, and as In-app browser where it does not. An app's own screens, from Kontala's SDK, read as App. |
| Operating system | String | The operating system, from the User-Agent header; iOS includes iPadOS. There is no version beside it, because browsers freeze theirs: Windows 11 reports Windows 10 and every Mac reports macOS 10.15. An iPad asking for desktop sites, as Safari on iPad does by default, reads as macOS, and many Android tablets read as Linux the same way. |
| Dimension | Type | Description |
|---|
| Site | String | The property the event was sent to, read from the key it was sent with. |
The Activation explore has 10 metrics.
| Metric | Calculation | Description |
|---|
| Sign-ups | Count distinct | Visitors who made their first micro conversion in the rows, each once. |
| Metric | Calculation | Description |
|---|
| Reached within 1 day | Ratio (%) | The share of sign-ups that took the key action within a day of signing up, over the sign-ups at least a day old. Empty over more than one key action. |
| Reached within 7 days | Ratio (%) | The share of sign-ups that took the key action within 7 days of signing up, over the sign-ups at least 7 days old: the activation rate. Empty over more than one key action. |
| Reached within 14 days | Ratio (%) | The share of sign-ups that took the key action within 14 days of signing up, over the sign-ups at least 14 days old. Empty over more than one key action. |
| Reached within 30 days | Ratio (%) | The share of sign-ups that took the key action within 30 days of signing up, over the sign-ups at least 30 days old. Empty over more than one key action. |
| Median days to the key action | Calculated | How many days after signing up the sign-ups who took the key action within 30 days typically took it, over the sign-ups at least 30 days old. Empty over more than one key action. |
| Metric | Calculation | Description |
|---|
| Still visiting a month later | Ratio (%) | The share of sign-ups who visited 28 to 56 days after signing up, over the sign-ups at least 56 days old, whatever key action the rows hold. |
| Stayed, if reached in 7 days | Ratio (%) | The share of sign-ups who took the key action within 7 days and still visited 28 to 56 days after signing up, over those at least 56 days old. Empty over more than one key action. |
| Stayed, if not | Ratio (%) | The share of sign-ups who did not take the key action within 7 days and still visited 28 to 56 days after signing up, over those at least 56 days old. Empty over more than one key action. |
| Lift | Ratio | How many times more often the sign-ups who took the key action within 7 days stayed than those who did not. A key action worth aiming sign-ups at lifts staying 2 times or more; it says what goes with staying, not what causes it. |