Let's talk product engagement metrics.

Maybe not the most sexiest topic, but if you're running a SaaS product, it's a vital one (and let’s be real—if you’re in SaaS, you have to find this stuff at least a little exciting, right?).

When defining any metric, it’s important to start with the questions you want to answer. For product engagement, there are a few big ones.

The first, of course, is the ultimate question: Is anyone actually using my product?!

Sure, you could check active user numbers—daily, weekly, monthly logins. But that’s just the surface. Product engagement is multi-dimensional, and if you want a complete picture, you need to go deeper.

Are customers getting value from the products you sell?

To truly understand what’s going on with your B2B SaaS product, there are 7 key questions you should be asking:

1. How much are people using our product?

2. How often do they come back to use it?

3. How deep is their feature usage—in other words, how many features are they exploring?

4. How close are they to getting real value from our product?

5. How long has each account been using our product?

6. When were they last active?

7. How many users within each account are actively using the product?

Each question explores a different part of your product engagement story. The metrics you use to answer these questions fill in the plot.

What story does your product engagement data tell?

When we dig into these questions and metrics, we’re really looking to understand engagement on three levels:

1. High-Level Trends: We start by looking at broad trends to get a sense of our product’s overall health and how engaged the user base is.

2. Account-Level Health: Next, we zoom in to see how each customer account is doing. Since this is B2B, we need to ensure that each company using our product is finding real value. Happy accounts mean sustainable growth.

3. Individual User Engagement: Finally, we look at how individual users interact with and benefit from the product. While businesses are our customers, it’s the users themselves who experience the value. An account without active users won’t benefit—and if users aren’t seeing value, the account is more likely to churn.

Let’s dive into those seven questions in more detail, along with how we gather and use this data to answer them.