Stay in the latest updates. Get the latest tips and advice delivered straight to your inbox. Email Guy Nirpaz | September 12, 2011 | Measuring User Engagement in Web Applications I came across “What is user engagement” article by Jordan Willms of Work at Play. In this post, Jordan defines a good engagement metric as the number of user actions divided by the number of content items. The example provided is of blog posts comments divided by the number of posts per month. This is certainly a very interesting metric. It made me think, does this also make sense to web application usage? Following the same logic, in web applications (as opposed to a content site) we would count features and divide those by the number of user actions. I’ll use Google Docs as a simple example: Say the features are: New, Save, Print and Share document. Total of four features. For each user the engagement metric would be the number of activities divided by four. Let’s see the score of two users over a week of usage Activity User A User B New 10 2 Save 10 2 Print 10 2 Share 2 22 Score 32/4 = 8 28/4=7 User A scored 8 while user B scored 7. By this engagement metric user A explores more the feature set of Google Docs and is more engaged. On the other hand user B uses a more competitive feature of Google Docs, which is Share Document, hence might be a more valuable user of Google Docs. Although this engagement calculation method isn’t perfect I’m convinced that this it is better measurement of user engagement then by just counting “number of logins” which is what most application owners do. What do you think? Popular Posts A day in the life of a Customer Success Manager: What do they do? 15,902 views The difference between Customer Success Managers and Account Managers 12,963 views Your 90 day plan as a new VP of Customer Success 5,518 views Guy Nirpaz Guy Nirpaz is a Silicon Valley-based Israeli entrepreneur and CEO of Totango, a Customer Success software platform. A pioneer in the Customer Success field, Guy established the Customer Success Summit and is a well-regarded industry speaker and community contributor. Guy loves people and technology and has dedicated his career to improving the way in which business is done through innovation. Fun Facts: Guy moonlights as the lead guitarist in a rock band based out of his garage in Palo Alto and used to command a tank battalion...as well as having grown oranges. Adam covati I like the idea of dividing actions by items to normalize the number a bit. Just as with scoring, I think weighting should probably play a role as well. Some actions require more effort, are more significant, or perhaps are more reflective of target behaviors. As such, those should be given more weight. Guy Nirpaz Adam, you are absolutely right. We use the term ‘sentiment’ to define not only the weight of the user action, but also whether it’s positive or negative. You might also like You might also like5 Questions every Customer Success team should ask themselvesGood to Great: A Session To Take Your Marketing The Next LevelSaaS University Boston Presentation: Powering the Customer Era BACK TO BLOG | NEXT ARTICLE Let's stay in touch! We’re passionate about customer success. Sign up to get the latest in thought leadership and to follow our adventures.