A core function of Totango is calculating key metrics on product-usage, measuring the level of engagement end-users have with your web-application.
Each metric measure a different dimension of product engagement and, as a whole, paint a simple yet powerful picture of user engagement with the application.
Topics covered in this article:
Engagement Score is a relative score attached to each Account in Totango. Its a number between 0 - 100, measuring the intensity of product usage by the account end-users.
- 0 means there is no engagement - the users are not logging in and using the web-app
- 1 - 10 means users from this account are at the bottom 10% in terms of usage
- 99 means users from this account are the top 1% most active
Engagement score is calculated daily and is measured on a 14 full-day sliding window of usage. The average amount of user-actions registered daily on the account over this period is counted and segmented according to account types to produce a the relative score. Note that any account with less than 1 user-action/day on average will be granted an engagement score of 0 in any case
Because engagement score is a relative metric, it is important to measure it separately for different segments of accounts. The level of use of a personal account, for example, should not be compared to a large Enterprise implementation with 1000s of users.
Totango does that segmentation automatically, by looking at each account’s Status attribute, and comparing it to others with the same value.
For example, if Totango is setup with these Status values:
- 30-day Trial
- Pro Plan
- Enterprise Plan
The Engagement score will be normalized separately for Trials, Freemium, Pro Plan and Enterprise Plan customers.
So an Engagement of 100 for a Free Trial user means they are among the most engaged trials. A similar score for a Pro Plan compares the engagement to other customers on this plan. Accounts in different status are not compared amongst each other.
Note that the classification of a Status to a status type (Free, Paying or Cancelled) does not have bearing on engagement score calculation. So in the above example, Freemium and 30-day Trials would typically be classified as "Free status type" where as the Pro/Enterprise plans as "Paying". However, engagement score is still calculated separately for each status value (30-day trial, Freemium, Pro & Enterprise)
Usage Frequency is an at-a-glance metric that helps you determine how often an account is used.
Totango looks at the past 14days of usage of an account and ranks their Usage Frequency into one of four possible values:
- Daily (9+ days from the last 14): Account is used almost every day
- Weekly (5 - 8 days): Account is in use once or twice every week
- Occasionally (2 - 4 days): Account is being used, but not on a regular basis
- Inactive(1 or less) : The account is inactive, with either no or one day of usage in the last 14 days.
Time spent is an approximation of the overall time that the users in the account have spent online in the application.
Totango automatically filters idle time out of the overall time spent metric, only counting minutes in which there was end-user activity. This means that time in which the application was opened on a browser tab but registered no user interaction is not counted in the time estimation. The chart below demonstrates this concept.
Time spent is calculated based on the user activities sent. Totango calculates the activity time in 5 minutes intervals and counts active intervals and idle intervals. These active intervals will be summed up to time spent.
Note, because Totango's Time spent metric estimates actual engagement time, it should not be confused with the total elapsed time from login to logout as in most cases that value will not match.
Overall time spent is measured in minutes and is available in a daily, 3-day, 7-day, 14-day, 30-day & 90-day time-frame.
Active users counts the total number of active users in an account. A user is considered "active" if they had at least 1 activity registered during the time period.
The metric is available in a daily, 3-day, 7-day, 14-day, 30-day & 90-day time frame.
License utilization measures the rate between the number of active-users in an account and the total number of licenses purchased. It's a great metric for applications that have a seat-based pricing model or can set an expected license level for different customers.
For example, consider two customers: both have 10 active users in the past month. The first has purchased 100 licenses (seats), the second 12. Obviously the former (10% license utilization) is well below their expected usage, where the later (83% license utilization) is almost maxing out of their licenses.
License utilization is available in a daily, 3-day, 7-day, 14-day, 30-day & 90-day time-frame. It is computed as the rate between the Active Users and the Licenses attribute associated with the account.
Totango Key Metrics are available to add to the Value Metrics widget on any Account Profile, so that you can see how the account is trending over time.
They are automatically available for use in Reports, segments and it is also recommended that you use some or all of the Key Metrics when defining your accounts' Health Profiles.
Learn more about the aggregated Quality Score!