What It Is

Frequency measures how regularly users or accounts engage with your product, providing insights into their interaction habits.

Why It’s Important

Frequency is key to understanding user behavior patterns. When users interact regularly, it’s often a sign they’re satisfied and less likely to churn. On the flip side, a drop in frequency can signal that some users may need a little re-engagement to keep them interested.

How It Is Calculated

Frequency is usually measured by looking at how many days a user was active over a certain period (like the last 7 days).

Formula:
Frequency = Number of Active Days / Total Days in the Period

So, if a user was active 5 out of the last 7 days, their frequency would be 5/7. This quick calculation helps us see how regularly they're engaging.

Signals of Health or Weakness

• Healthy Signal: When users are active 5 out of 7 days, it shows they’re building a consistent habit with your product—a great sign of ongoing engagement.

• Warning Signal: If someone’s only active 2 out of 7 days, it could mean their interest is fading, or they’re running into challenges—especially if daily use is the norm for your product.

Who Uses It and When

• Customer Success Teams: Keep an eye on frequency to catch any early signs of disengagement, helping them step in before users drift away.

• Marketing Teams: Use frequency data to craft campaigns that match where users are in their journey, from occasional users to super-fans.

• Product Managers: Dive into frequency metrics to spot usage trends and time feature releases to better serve active and returning users.