Growth PM Dashboard

North Star · Activation Rate (13 weeks)

Activation Rate (NSM)

11.9%

Weekly Signups

243

Weekly Verified

Weekly Activated

Last 4 weeks vs prior 4. Activation rate is within the ±2σ noise band — likely noise, not signal (|z| = 0.31).

Two actions this week, in order of leverage:

Structured test of paid referral. Referral has the highest activation rate of any channel (~25%) and $0 acquisition cost — but the math behind that depends on referrers self-selecting on high-intent friends. A blanket bonus risks adverse selection: low-intent referrals attracted by the cash. Design the test to compare bonus-induced referrals to organic referrals separately, not just to non-referred experts. Run three bonus tiers ($100/$200/$300), measure 60-day activation rate of each tier's referred experts, and gate scale-up on activation rate staying within ~5pp of the organic-referral baseline.
Reallocate paid spend to LinkedIn outreach. It's the only paid channel clearing 1:1 LTV:CAC (~1.34); paid_search and paid_social are at ~0.18 and ~0.11 respectively (losing $0.82–$0.89 per dollar spent on a 12-month gross-payout horizon). Pull spend toward the top LinkedIn outreach campaigns identified in Campaign Deep Dive.