Frequency of Use
TL;DR
Frequency of Use measures how often users engage with your product or specific features over a defined period. It’s a leading indicator of product stickiness, habit formation, and customer health—especially in B2B SaaS, where regular use correlates strongly with retention and expansion.
What is Frequency of Use?
At its core, Frequency of Use answers:
“How often are users coming back and using the product?”
This can be tracked at the:
- User level (e.g., logins per week)
- Feature level (e.g., reports run per user per month)
- Account level (e.g., # of active users per account weekly)
Frequency is often measured as:
- Daily, weekly, or monthly sessions per user
- Number of times a specific feature is used in a given timeframe
- Time between sessions (inverse frequency)
Why It Matters in B2B SaaS
- Correlates with retention and upsell potential
- Reveals habit-forming features and workflows
- Signals value delivery and engagement health
- Informs success playbooks and lifecycle messaging
- Supports product prioritization based on what’s frequently used
In B2B SaaS, more frequent use = more value delivered—especially in workflow or data-driven tools.
How to Measure Frequency of Use
There’s no universal benchmark, but here’s how to approach it:
Step 1: Define what counts as a meaningful session or event
- Login ≠ value. Use deeper engagement metrics like report runs, data exports, or collaboration activity.
Step 2: Choose your measurement window
- Daily (DAU), weekly (WAU), or monthly (MAU) depending on your product’s use case.
Step 3: Calculate usage frequency
- Formula: Frequency = Total Usage Events ÷ Total Users in Period
Step 4: Track across cohorts and segments
- Compare new vs. existing users, SMB vs. enterprise, or power users vs. casual users.
Step 5: Overlay business outcomes
- Are high-frequency users renewing or expanding faster?
Best Practices to Increase Frequency of Use
- Use behavioral triggers – Email nudges, in-app tips, or alerts to drive re-engagement
- Embed into daily workflows – Integrate with tools like Slack, CRM, or email
- Personalize dashboards and alerts – Show relevant data upfront
- Gamify or goal-orient usage – Help users form habits via recurring goals
- Train and enable – CS-led usage coaching can turn passive users into active ones
- Monitor and act on drop-offs – Declining frequency is a leading churn signal
Final Thought
Frequency of Use is more than vanity engagement, it’s a predictive KPI for retention, satisfaction, and monetization. High frequency means your product is critical. Low frequency? That’s a churn risk waiting to happen.
FAQs
What’s a good frequency benchmark for B2B SaaS?
It varies. Workflow tools aim for daily or weekly use. Strategic tools (like dashboards or planning apps) may target monthly usage. The key is consistency.
Is more frequent always better?
Not always. What matters is whether usage aligns with expected value delivery. For some tools, even monthly use may be “healthy.”
How does this differ from DAU or MAU?
DAU/MAU shows active user count, while frequency looks at usage intensity per user or account.
Discover Petavue
Your AI-Powered Advantage
Identify High-Impact Accounts
AI-driven insights pinpoint exactly which accounts and segments deserve your focus, and why.
Optimize Every Interaction
Proactively uncover customer friction points to enhance CX and boost adoption.
Guide Your Next Steps
Receive clear, expert-guided recommendations on the precise actions to take for growth.
Achieve Scalable Efficiency
Get fast, accurate intelligence across sales, marketing, and CX, without scaling headcount.
Identify High-Impact Accounts
Use AI to spotlight the accounts most likely to convert—ranked by revenue potential, engagement signals, and deal velocity.
Optimize Every Interaction
Uncover what drives buyer engagement at every stage—so your reps show up with the right message, at the right time, every time.
Guide Your Next Steps
Receive clear, expert-guided recommendations on the precise actions to take for growth.
Achieve Scalable Efficiency
Get fast, accurate intelligence across sales, marketing, and CX, without scaling headcount.
Identify High-Impact Accounts
Use AI to spotlight the accounts most likely to convert—ranked by revenue potential, engagement signals, and deal velocity.
Optimize Every Interaction
Uncover what drives buyer engagement at every stage—so your reps show up with the right message, at the right time, every time.
Guide Your Next Steps
Receive clear, expert-guided recommendations on the precise actions to take for growth.
Achieve Scalable Efficiency
Get fast, accurate intelligence across sales, marketing, and CX, without scaling headcount.