Tenure

What It Is

Tenure tracks how long a user or account has been active in your product, giving you a sense of where they are in their journey.

Why It’s Important

Understanding tenure is key to personalizing your engagement strategies. New users might need extra guidance, while long-time users may benefit from different tactics to keep them engaged or help them explore more features. Plus, when you look at tenure alongside metrics like engagement or adoption, you get a clearer view of each account’s overall health.

How It Is Calculated

Tenure is calculated by subtracting the start date of the account or user from the current date:

Tenure = Current Date − Start Date

For example, if an account started on January 1st and today’s date is August 13th, the tenure would be approximately 224 days.

Signals of Health or Weakness

• Healthy Signal: Accounts that have been around for a while and show steady usage are a strong sign of satisfaction and long-term engagement.

• Warning Signal: New accounts with low activation may need a little extra support to help boost their engagement and keep them around.

Who Uses It and When

• Customer Success Teams: Tailor support strategies based on account tenure to better meet the needs of new versus mature accounts.

• Marketing Teams: Segment accounts by tenure to deliver targeted content and offers.

• Sales Teams: Factor in tenure during renewal talks, focusing on the needs of long-time users or re-engaging newer accounts to build loyalty.

While tenure tells us how long a user has been with us, the 'last active' metric gives us a real-time pulse on their current engagement. Tracking when users were last active helps identify who’s fully engaged and who might need a nudge to reconnect. Let's dive into how 'last active' can be a powerful tool for staying connected with your users.