User Activation

Now that you're registering users and rendering the user interfaces for your desired feature sets, your product team will likely want to track and optimize the user activation funnel.

Receiving and tracking user-driven events

In order to receive the important user-driven events for tracking and optimizing user activation, you will want to subscribe to events via one or more of the following methods:

a. Intercom integration: if your team utilizes Intercom for user support and messaging

b. Mixpanel integration: if your team utilizes Mixpanel for tracking aggregate user behavior

c. Lifecycle webhooks: if your team has custom-built user messaging and behavior tracking flows

d. Data Lakes: if your team has custom-built flows and wants to get user behavior data into your data scientists' hands without involving developers

Sending timely notifications

With detailed user-level events, Tight gives you the tools to send the right notification at the right time, ensuring you are helping your users activate as successfully as possible. The following events are proven to drive initial user activation:

a. Linking a bank account or credit card

Event: bankLinked

Notification timing: User registered >2 days ago and bankLinked not triggered

Messaging: Link your card to automate your expense tracking

Follow-up actions: transactionCreated, transactionEdited, transactionRuleSuggested

b. Setting up invoicing

Event: invoiceSetupCompleted

Notification timing: User registered >5 days ago and invoiceSetupCompleted not triggered

Messaging: Customize your invoices and get paid faster

Follow-up actions: invoicePaymentProcessingSetupCompleted, invoiceDrafted, invoiceSent

Tracking user activation funnels

There are many different ways to build and track funnels depending on the goals of your product and the user analytics tools that your team uses. A couple basic examples are described below:

a. Expense Tracking Funnel:

Funnel Step	Event	Description
1	N/A (tracked within your product)	User registered
2	`bankLinked`	User linked their bank or credit card for automated transaction categorization
3	`transactionIngestCompleted`	User imported transactions into the Tight API through CSV upload or historical pull from an integration such as Plaid
4	`transactionEdited` where `reviewStatus` metadata is not `USER_REVIEW_REQUIRED`	User reviews and approves the transactions created by the import, telling Tight's algorithms that the categorization was correct
5	`transactionRuleSuggested`	Tight system suggests a rule for automatic expense categorization to the user
6	`transactionRuleAccepted`	User accepted an automated expense rule, indicating that they have customized/personalized the app to their needs. User is then rewarded and retained by automatic expense categorization.

b. Invoicing Funnel

Funnel Step	Event	Description
1	N/A (tracked within your product)	User registered
2	`invoiceSetupCompleted`	User added their company branding, logo, address, etc., to customize their invoice template
3	`invoicePaymentProcessingSetupCompleted`	User is now able to accept credit card and ACH payments
4	`invoiceSent`	User sent an invoice to their client
5	`invoicePaid`	User received payment from their client for an invoice (and is very likely retained)

Next steps

Every product embedding Tight's APIs and SDKs is unique, which means your user's activation funnel has nuances that the high-level guidance above may not cover. Reach out to our API team at [email protected], and our team will gladly share helpful insights based on the 1.1M+ businesses that have gone through Tight's activation funnels.