What is Engagement?
Definition
The frequency and depth of a subscriber's interaction with a service, used as a key predictor of retention and expansion.
Understanding Engagement
Engagement metrics tell subscription businesses how actively users interact with their product. Common engagement metrics include daily/monthly active users (DAU/MAU), session frequency and duration, feature adoption rates, and usage depth. High engagement correlates strongly with retention — users who regularly use a product are far less likely to cancel.
This is why services send usage reminders, new feature announcements, and activity digests. For consumers, monitoring your own engagement helps identify subscriptions to cancel. If you haven't logged into a service in 30+ days, it's likely not worth the cost.
Related Terms
Retention Rate
The percentage of subscribers who continue their subscription over a given period, calculated as the inverse of churn rate.
Churn Prevention
Strategies and tactics employed by subscription services to retain customers and reduce cancellation rates.
Subscription Audit
A systematic review of all active subscriptions to evaluate their value, identify unused services, and optimize spending.