Measuring Account Health

An account upgrade is required to access account health analysis. To upgrade, contact your Account Manager or [email protected].

Overview

Account health analysis allows you to measure feature adoption and engagement per account, which refers to a collection of users. Understanding product usage at the account level is critical for SaaS companies whose customers are businesses themselves - it enables you to understand what key value-driving actions are taken regularly, identify accounts that are at risk for churn due to inactivity, and prioritize investment in underused features.

There are two ways to get your account data into Heap:

  1. If you use Salesforce to manage account data, connect our Salesforce Integration, then add account properties and any other user properties you require from the contact object in Salesforce. Note that every contact has an account ID that the account is associated with, which is how we link users to accounts.
  2. If you use a CRM tool other than Salesforce to manage account data, work with your developer to use the Add Account Properties API. Note that, as your set of accounts and their properties change, you’ll need to periodically call this API with an account ID as well as any account-level properties.

After you’ve added your account data in Heap, to get started, navigate to Account > Manage > Features. You’ll be prompted to select a user property that denotes an Account ID. All users associated with this Account ID will be grouped together into the corresponding Account.

Please ensure you select an Account ID that is guaranteed to be unique for a given account and not, for example, a property such as a company name.

Once you've set your Account ID, you’ll see the following new options in the Graph module:

  • Number of Accounts, a graph option for graphing the number of accounts that meet specific criteria, ex. accounts with at least one user who used a feature
  • Filters for account properties, including owner, name, plan, revenue, and vertical, in addition to options to filter by accounts with a certain number of users who meet specific criteria
  • Group by options for account properties, including owner, name, plan, revenue, and vertical

Check out the use cases below for examples of how to use these options to analyze your accounts.

Track Account Activity

A quick way to get started with account health analysis is to review the number of accounts completing an event you use to measure active usage. To graph this, simply use our suggested report How many accounts are active daily?

This report will prompt you to select an event to use as your active usage event, which is any event that defines active use of your app. If you use a login event to define active usage, choose Session as your active usage event.

For our example, in Heap, we may define active usage as someone running a query in any analysis module.

In the results, we will see how many Heap accounts have run execute query each day over the past 30 days. Feel free to customize the results to see regular active usage by week, month, or quarter, or group by account properties.

Another way to measure account activity is by vertical, which you can view by running the suggested report How does account-level engagement vary by customer vertical? This will give you a percentage of paying accounts with at least one active user grouped by vertical. This will help you identify if there are specific customer verticals that are struggling to get value from your product.

Measure Engagement of Paying Accounts

Measuring your paying customers engagement is critical to managing your business. We provide several suggested reports for measuring paid account engagement.

Use these two reports to understand how active or inactive your customer base has been so you can determine how urgent it is to focus on feature adoption. Note that active is defined as accounts with users who have completed your active usage event in the past 30 days, and inactive is defined as accounts with no users who have completed your active usage event in the past 90 days.

Use these two reports to understand how much of your paying customer base has adopted your active usage feature. This can help you prioritize ongoing investment in that feature.

Track Account-Based KPIs

To track a KPI at the account level, simply select the KPI you are interested in, then group by the account name. Here at Heap, we love to know how our customers are using our analysis features, so we’ll use ‘Click - Run Query’ as our KPI.

In the results, you'll see which of our customers completed this KPI the most to identify our top customers.

Identify High-Risk Accounts

To identify accounts who might be likely to churn, you might want to understand which ones have one of fewer users who are using an important feature. In this Graph, we'll count the number of accounts that have either 1 or 0 users who have done the KPI event and group by name.

In the results, you'll see a list of which customers are only completing this KPI 1 or 0 times. Your account management team can use this information to assess these customers to get them re-engaged.

Updated 26 days ago

Measuring Account Health


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