Product-led growth glossary

A go-to-market strategy where the product experience itself drives acquisition, activation, expansion, and retention.

The moment when a new user reaches a key milestone that strongly correlates with long-term retention or value.

The time it takes for a new user or account to experience their first meaningful outcome or “aha moment”.

A lead that has reached a usage threshold or milestone in the product that indicates high buying intent.

A guided sequence of steps that helps new users reach activation, often personalized by role, use case, or plan.

The extent to which users discover, try, and consistently use specific features in your product.

Revenue from existing customers through increased usage, seat expansion, upsells, or cross-sells.

A group of users or accounts who started using your product in the same period and whose retention you track over time.

The moment when a user first experiences clear, personal value from your product.

A signup flow where users can start using the product without needing to talk to sales first.

A funnel that tracks how users move from acquisition to activation, engagement, and expansion in a product-led motion.

Two common PLG entry models: time-limited free trials and always-free freemium tiers, each with different tradeoffs.

A single metric that best captures the long-term value your product creates for customers and your business.

A behavioral pattern in your product data that indicates customer intent, health, or risk.

A visible list of key steps new users should complete to reach activation in your product.

The percentage of new users or accounts that reach your defined activation milestone within a given time window.

A composite metric that summarizes how likely a customer is to renew, expand, or churn based on product usage and contextual signals.

Any obstacle, delay, or confusion that slows a new user or account from reaching their first meaningful outcome.

The percentage of trial signups that become paying customers within or shortly after the trial period.

A revenue metric that captures how much recurring revenue you retain and expand from existing customers over a period, including churn and expansion.