Measuring your paying customers engagement can shed light on what actions or features may convert non-paying customers to paying ones. You can also use this information to optimize the experience for your paying customers to reduce churn.
We provide several suggested reports for measuring paid account engagement. Use these suggested reports to understand how active or inactive your customer base has been so you can determine how urgent it is to focus on feature adoption:
Note that active is defined as accounts with users who have completed your active usage event, which is any event that defines active use of your app. in the past 30 days, and inactive is defined as accounts with no users who have completed your active usage event in the past 90 days.
Use these two reports to understand how much of your paying customer base has adopted your active usage feature. This can help you prioritize ongoing investment in that feature.
- What percent of paying accounts have used a given feature?
- What percent of paying accounts are actively using a given feature?
For more information on how to use Heap to measure and grow your accounts, see Account Health Analysis.