Activation journey
The first of the two stages picked for Q4. Cloud users only. Self-hosted users never enter this flow, because there's no product telemetry to fire it.
Send on a signal, not a timer
Day-3, day-7 drips are what everyone does. This journey fires on product events, the same way the sales side fires on intent events.
Three triggers
All three come from the event spec.
| Trigger | Condition | What goes out |
|---|---|---|
| Hit a wall | setup_started, no setup_success in 48 hours | Plain-text note from the founder with the one doc that fixes the most common install problem |
| Installed, not wired | setup_success, no api_key_created in 7 days | "What to look at first." One dashboard, one query. |
| Went quiet | api_key_created, then nothing for 14 days | Founder note: "Did it break, or did we?" Reply-driven, not click-driven. |
The exit rule
If the next event fires, the user leaves the flow. Nothing sends after the thing it was nudging toward has already happened. This is one rule, applied to every email.
Milestones
First trace ingested. First alert fired. First dashboard shared with a teammate. Each one gets a short note. Nobody in observability does this and it costs almost nothing.
The last email
If none of it lands and the account goes dark, the final email asks one thing: what was missing? No pitch. That reply is data for the ops board.
What I'd measure
Not open rate. Return to the product within 14 days of the email, and the reply rate on the "did it break" note. The replies tell you why people stalled, which no dashboard can.
The experiment
Founder note at the 14-day silence versus nothing. Split the cohort, read the return rate. Small numbers early on, so the first read takes about a month.
Source: signoz_assignment_progress.md, Q4 activation journey section, 6 Sep 2026.