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Funnel or Activation report?
Funnel or Activation report?

Understanding the difference between Funnel and Activation Reports in June

Updated over a week ago

At June, we provide a variety of ready-made reports to help you understand user behavior and optimize your product. Two of our popular reports are the Funnel report and the Activation report. While both of these reports provide valuable insights, they serve different purposes and are better suited for different scenarios.

In this help article, we will clarify the differences between these two reports, their use cases, and provide examples to help you determine which report is the best fit for your needs.

Funnel Report

The Funnel report is designed to measure drop-offs between steps of a linear flow. This report is ideal for tracking the completion rate of a specific process with multiple sequential steps, such as an onboarding flow or a checkout process. By identifying areas with high drop-offs, you can pinpoint where users may be experiencing difficulty or losing interest and take action to improve the user experience.

Example: Suppose you want to understand how well your users navigate your app's onboarding process. Your onboarding flow has four steps:

  1. Account creation

  2. Profile setup

  3. Tutorial completion

  4. First in-app action

The Funnel report will show you the percentage of users who complete each step and the drop-offs between each step. You can then identify the most significant drop-offs and address any issues users may be encountering.

Activation Report

The Activation report is a time-bounded checklist that measures how many users present in the first step (usually signup) have performed each milestone within the specified time range selected in the top right of the page.

❗️ The order in which the milestones are completed does not matter for this report ❗️

This report is particularly useful for measuring how well users are engaging with your product during their first few sessions, hence the name "activation."

Example: Let's say you want to understand how well new users are engaging with your product's features during their first week from signing up.

You have identified four key milestones:

  1. Completing the onboarding process

  2. Connecting with other users

  3. Publishing their first post

  4. Using a specific feature more than 3 times (e.g., creating a playlist)

The Activation report will display the percentage of users who completed each milestone within the first week of signing up, regardless of the order in which they completed them. By monitoring these activation metrics, you can identify areas where users may need additional guidance or encouragement to fully engage with your product.

Mind that the percentage displayed on each step is the number of users that completed that step over the number of users that have performed the first milestone!


The Funnel report is best suited for linear processes with multiple steps, while the Activation report excels at measuring user engagement during the early stages of product use. By understanding the differences between these two reports and applying them appropriately, you can maximize their value and make data-driven decisions to optimize your product.

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