Activation refers to the process of encouraging and enabling a customer to use a product or service after they have acquired it. Activation is a key metric that measures the success of a company's efforts to drive customer engagement and usage. It is the third step in the customer journey, following acquisition, and is critical for building a successful product.

Activation is achieved by providing a compelling and intuitive user experience that motivates customers to engage with the product and derive value from it. This may include features such as on-boarding, tutorials, customer support, and engagement campaigns, among others. In order to be successful, companies must understand the target audience and their needs, as well as the most effective methods for engaging and retaining customers.

Measuring and tracking activation is important, as it provides insights into the effectiveness of customer engagement efforts and helps to identify areas for improvement. By focusing on activation, companies can increase customer engagement and usage, which leads to increased customer loyalty and advocacy. Thus, activation is a key factor in the success of new product development and marketing, and it is essential to track and optimize this metric as part of a company's overall growth strategy.