What is an activation tracking plan?It is a one page map of what you measure to convert trials: your single activation event, the six behavior layers you score, and the email each signal triggers. Filling it in forces the decisions that make a behavior triggered system work, before you write a line of code.
Fill this in for your own product before you build anything. The example row shows the shape. Copy it into a sheet, or just use it as the spec when you set up tracking.
Your activation event
Activation Tracking Plan Template comparison table
| Field | Your answer | Example |
|---|
| Activation event name | [ your event ] | first_project_created |
| Why it predicts retention | [ your reason ] | Converters do it in week one, churned trials do not |
| Target window | [ hours or days ] | Within 72 hours of signup |
Your six scoring inputs
Activation Tracking Plan Template comparison table 2
| Layer | The signal in your product | Example |
|---|
| Recency | [ last active ] | Days since last session |
| Frequency | [ return pattern ] | Sessions in last 7 days |
| Depth | [ breadth of use ] | Distinct features used |
| Key feature | [ activation event ] | Reached first_project_created |
| Time spent | [ usage ] | Total active minutes |
| Buying intent | [ intent signals ] | Pricing visits, upgrade clicks, limit hits |
Your email triggers
Activation Tracking Plan Template comparison table 3
| Condition | Email to send | Example timing |
|---|
| [ score or behavior ] | [ email ] | Score 70 plus, send upgrade offer |
| [ inactivity ] | [ email ] | 5 days quiet, send win back |
| [ intent ] | [ email ] | Pricing visit, send urgency |
Once this is filled in, the build is mechanical. ConversionCRM scores all six layers automatically and fires the emails on these conditions, so the plan above becomes the configuration rather than a spec you hand to engineering. The reasoning is in the operating system whitepaper, and you can start free to put it to work.