Activation Stage

Move users from “new” → “first value” → “habit setup” and reengaging by guiding actions and collecting preferences.

Motivation to Install the App (Web2App Activation)

Convert buyers into app users to facilitate downstream engagement.

Motivation to Install the App Details

✅ Start / Stop conditions

Start when:
SubscriptionStarted occurs.
Stop when:
AppInstalled (FirstSession) or SubscriptionCanceled.

🎯 Audience

Recent purchasers who have not installed the app.

🔁 Workflow description

Structure: A sequence of ~3–5 messages separated by Timers.

📊 Data & personalization

Start event payload example: Standard parameters.
Message personalization:
Use data from onboarding contact fields.

⏱ Timing

Message 1 (email with deep link): +0–1h post-purchase.
Follow-ups: every 24h.

📡 Channel mix

Email.

📈 Success metrics

App install rate.
Time-to-install.

Motivation to First Action (Activation)

Guide users through the first wins that predict retention (e.g., first workout/lesson).

Motivation to First Action Details

✅ Start / Stop conditions

Start when:
AppInstalled.
Stop when:
CoreActionDone or SubscriptionCanceled.

🎯 Audience

New users.

🔁 Workflow description

Structure: A sequence of 7–10 messages, separated by Timers.
For non-sequential steps (value, social proof, tips), use One from many to discover which message resonates best at each position without rebuilding the workflow structure.

📊 Data & personalization

Start event payload example: Standard parameters.
Message personalization:
Onboarding contact fields + deep link to first action.

⏱ Timing

Welcome message 1 (email/push): +0–1h after installation.
Follow-ups: during 1-2 weeks.

📡 Channel mix

Push for timely nudges.
Email for deeper guidance and links.

📈 Success metrics

First-action rate.
Week-2 retention.

Read the full Activation guide >

Motivation to 2–3–4 Actions

After the first “aha” moment, your job is to move users from first success → repetition → routine.

Important: create one workflow per core action in your app (e.g., “Workout completed”, “Plan created”, “Meal logged”).
Even if the timing is similar, each core action needs its own deep links, tips, and success metric.

Motivation to Second Action (Repeat)

Help users repeat the core action soon after their first success to confirm the habit loop.

Motivation to Second Action Details

✅ Start / Stop conditions

Start when:
The user completes the core action for the first time (CoreActionDone count = 1).
Stop when:
Any of the following occurs:
- The user completes the core action for the second time (CoreActionDone count = 2)
- SubscriptionCanceled
- The user becomes inactive for 7–14 days

🎯 Audience

Users who completed the first core action once, but did not repeat it yet.

🔁 Workflow description

Structure: 2–4 messages with timers.
Reinforce the first win and remove the next blocker.
Deep link to the exact next step (one tap to repeat the action).

📊 Data & personalization

Start event payload example:
actionName
Message personalization:
Use the completed action type, user goals, and preferred time (if available) to make the prompt feel relevant.

⏱ Timing

Message 1: +24h after the first CoreActionDone.
Follow-up: +48–72h if the action wasn’t repeated.

📡 Channel mix

Push / In-app: A short nudge that opens the exact screen to repeat the action.
Email: A quick “how to repeat” checklist + examples.

📈 Success metrics

Second-action rate
Time to second action

Motivation to Third Action (Momentum)

Turn repetition into momentum and build a consistent pattern.

Motivation to Third Action Details

✅ Start / Stop conditions

Start when:
The user completes the core action for the second time (CoreActionDone count = 2).
Stop when:
Any of the following occurs:
- The user completes the core action for the third time (CoreActionDone count = 3)
- SubscriptionCanceled
- The user becomes inactive for 7–14 days

🎯 Audience

Users who repeated the core action at least once and are close to forming a routine.

🔁 Workflow description

Structure: 2–4 messages with timers.
Emphasize progress (“You’re on track”) and reduce friction for the next session.
Encourage a light commitment: pick a preferred day/time, enable reminders, save a template.

📊 Data & personalization

Start event payload example:
actionName, count
Message personalization:
Reference what the user already did (progress, streak, milestones) and propose the next step based on their pattern.

⏱ Timing

Message 1: +24–48h after the second completion.
Follow-up: Target the user’s most common engagement window (e.g., evening / morning).

📡 Channel mix

Push / In-app: Momentum cues + deep links.
Email: Progress recap + next-step plan.

📈 Success metrics

Third-action rate
Week-1 retention lift

Motivation to Fourth Action (Habit Setup)

Lock in the routine by helping users make the action part of their schedule.

Motivation to Fourth Action Details

✅ Start / Stop conditions

Start when:
The user completes the core action for the third time (CoreActionDone count = 3).
Stop when:
Any of the following occurs:
- The user completes the core action for the fourth time (CoreActionDone count = 4)
- SubscriptionCanceled
- The user becomes inactive for 7–14 days

🎯 Audience

Users showing momentum (3 completions) who are ready for “habit lock-in”.

🔁 Workflow description

Structure: 2–5 messages with timers.
Guide the user to make a commitment:
- set a goal
- schedule sessions
- enable reminders / calendar sync
- choose a plan/program

📊 Data & personalization

Start event payload example:
actionName, count
Message personalization:
Recommend the next action based on what worked before (time, format, difficulty, content type).

⏱ Timing

Spread across the next 3–7 days, aligned with the user’s activity pattern.
Include one nudge during the user’s highest-likelihood engagement window.

📡 Channel mix

In-app: Habit setup prompts (reminders, schedule, goal selection).
Push / Email: Reinforcement + planning prompts.

📈 Success metrics

Fourth-action rate
Week-2 retention lift