Definition
Product-led growth is a go-to-market approach where the product drives acquisition, activation, retention, and expansion through self-serve value.
How to use it
- PLG needs strong activation and short time-to-value to work.
- Use cohorts to ensure growth quality: PLG can hide churn if onboarding is weak.
Measured as
Measure PLG (Product-led Growth) on the same customer segment, time window, and revenue basis each time you review it.
Operator takeaway
- PLG needs strong activation and short time-to-value to work.
- Use cohorts to ensure growth quality: PLG can hide churn if onboarding is weak.
- Keep PLG (Product-led Growth) consistent by cohort, segment, and period before you use it as a decision signal in planning or reporting.
- Interpret the metric alongside retention, margin, or payback so one ratio does not hide the real operating trade-off.
Next decision
- Read PLG metrics hub: activation, trial conversion, stickiness, and adoption if the decision depends on interpretation, policy, or trade-offs beyond the raw formula.
- Decide whether PLG (Product-led Growth) is a growth, retention, or efficiency signal before you set targets around it.
Where to use this on MetricKit
Guides
- PLG metrics hub: activation, trial conversion, stickiness, and adoption: A practical hub for product-led growth metrics: activation rate, trial-to-paid, DAU/MAU and WAU/MAU stickiness, feature adoption, and PQL-to-paid conversion.
- Cohort analysis playbook: retention curves, LTV forecasting, and payback: A practical cohort analysis workflow: build retention curves, forecast LTV, and translate retention quality into payback and growth decisions.