Build an account activation funnel

Product analyticsIntermediate

Build an account activation funnel

How many signed-up accounts connect data, run a first query, and create a dashboard?

Join the account cohort to ordered product milestones so the denominator includes every eligible account, including those that never progress.

Read-only SQL

WITH signups AS (
  SELECT a.account_id, MIN(p.timestamp_utc) AS signed_up_at
  FROM accounts AS a
  LEFT JOIN product_events AS p
    ON p.account_id = a.account_id
    AND p.event_name = 'account_signed_up' AND p.status = 'success'
  GROUP BY a.account_id
),
connections AS (
  SELECT s.account_id, s.signed_up_at, MIN(p.timestamp_utc) AS connected_at
  FROM signups AS s
  LEFT JOIN product_events AS p
    ON p.account_id = s.account_id
    AND p.event_name = 'integration_connected' AND p.status = 'success'
    AND p.timestamp_utc >= s.signed_up_at
  GROUP BY s.account_id, s.signed_up_at
),
first_queries AS (
  SELECT c.account_id, c.signed_up_at, c.connected_at,
    MIN(p.timestamp_utc) AS first_query_at
  FROM connections AS c
  LEFT JOIN product_events AS p
    ON p.account_id = c.account_id
    AND p.event_name = 'first_query_completed' AND p.status = 'success'
    AND p.timestamp_utc >= c.connected_at
  GROUP BY c.account_id, c.signed_up_at, c.connected_at
),
milestones AS (
  SELECT q.account_id, q.signed_up_at, q.connected_at, q.first_query_at,
    MIN(p.timestamp_utc) AS dashboard_at
  FROM first_queries AS q
  LEFT JOIN product_events AS p
    ON p.account_id = q.account_id
    AND p.event_name = 'dashboard_created' AND p.status = 'success'
    AND p.timestamp_utc >= q.first_query_at
  GROUP BY q.account_id, q.signed_up_at, q.connected_at, q.first_query_at
),
stages AS (
  SELECT 1 AS step, 'Signed up' AS stage, COUNT(signed_up_at) AS accounts
  FROM milestones
  UNION ALL
  SELECT 2, 'Connected data', COUNT(connected_at) FROM milestones
  UNION ALL
  SELECT 3, 'Ran first query', COUNT(first_query_at) FROM milestones
  UNION ALL
  SELECT 4, 'Created dashboard', COUNT(dashboard_at) FROM milestones
)
SELECT
  stage,
  accounts,
  ROUND(100.0 * accounts
    / NULLIF(MAX(CASE WHEN step = 1 THEN accounts END) OVER (), 0), 1)
    AS conversion_pct
FROM stages
ORDER BY step;

The dataset and query remain in this browser.

Published expected result

Signup-to-dashboard activation funnel

Chart value

Signed up

100%

Connected data

83.3%

Ran first query

66.7%

Created dashboard

50%

stage	accounts	conversion_pct
Signed up	6	100
Connected data	5	83.3
Ran first query	4	66.7
Created dashboard	3	50

How to read the query

The account table establishes the cohort independently from product-event volume.
Each stage selects the first successful milestone at or after the previous eligible stage; repeated events count once.
A missing or out-of-order milestone blocks every later stage. A later successful retry can restore valid progression.

Decisions the SQL cannot make

1Choose the account, user, or workspace as the funnel unit before writing SQL.
2Set a cohort window and allow every account the same activation opportunity.
3This funnel allows later successful retries and treats equal timestamps as ordered. Use stricter timestamps if your product requires them.

Continue from this lesson

Activation SQL recipe SQL funnel analysis Retention use case

Keep the result

Run this query on your own events

Create a free workspace only when you are ready to save the query, connect real events, and monitor the result. No credit card is required.

Save with my events