Summary
This article covers the essential customer health metrics for B2B SaaS, focusing on usage, frequency, feature adoption, activation, tenure, last active date, and active user percentage.
How this helps
Tracking these metrics helps you spot early signs of churn, increase user engagement, and ensure customers are getting value—so they stick around longer.
The 7 Must-Have Customer Health metrics for B2B SaaS
Are your customers actually getting value from your product? Here are seven key questions to help you measure customer health and take action before it’s too late.
How much are people using our product?
How often are they using our product?
How deeply are they using our features?
How far are they from getting real value?
How long has an account been with us?
When were they last active?
How many users within an account are actively engaged?
Each question gives you a different piece of the customer success puzzle. The answers help you understand who’s thriving, who’s struggling, and who might be about to churn.
What story does your Customer Health data tell?
To get the full picture, we look at these metrics at three levels:
Overall trends: What’s the big picture? Is customer health improving or declining?
Account-level health: Are the companies using your product actually seeing value? A paying account won’t stay long if its users aren’t engaged.
User-level engagement: Businesses pay the bills, but users drive the value. If individual users aren’t engaged, retention will suffer.
Let’s break these seven key questions down further and see how to use them effectively.
1. Engagement: How much are people using your product?
This is your Customer Health Score—a quick way to gauge whether users and accounts are actively engaging.
Think of it like a credit score—a number that gives you instant insight into whether an account is thriving or at risk. Accoil calculates this score by looking at user activity, weighting different actions based on their importance, and normalizing the results into a 0-100 scale.
Example: ZestyCo has a weekly health score of 85—their users are highly engaged. PeachyCo, however, has a score of 20, signaling potential churn risk.
Why it matters: A high score means users are regularly engaging. A low score? Time to step in before they leave.
2. Frequency: How often do people use your product?
Even if a customer engages, the frequency of their usage matters.
Frequency tells you whether users consistently rely on your product or just pop in occasionally.
Example: ZestyCo is active 5 out of the last 7 days, while PeachyCo has only logged in twice. ZestyCo is forming a habit, while PeachyCo might be losing interest.
Some SaaS companies use the A3x7 metric—checking how many users are active at least three times in a week. For B2B tools, weekend activity is less important, but strong weekday engagement is a positive sign.
Why it matters: Frequent usage means users see value. A drop in frequency is often the first sign of disengagement.
3. Adoption: How deeply are they using your features?
Feature adoption shows how much of your product customers are actually using.
Example: ZestyCo uses 75% of available features—they’re fully engaged. PeachyCo, on the other hand, only uses 25%—they might need more training or awareness of what’s available.
Tracking recent vs. all-time adoption helps too. A drop in recent adoption could mean they’re losing interest or finding other solutions.
Why it matters: More feature adoption = more value. Less adoption = a higher churn risk.
4. Activation: How far are they from getting real value?
Activation rate tells you if a new user or account is on track to succeed.
It measures how many of the key steps in your onboarding process have been completed.
Example: If an account needs to complete seven key steps to be fully activated and they’ve done five, their activation rate is 71%.
Why it matters: A low activation rate means users never hit their Aha! moment, increasing the risk of churn.
5. Tenure: How long has an account been using your product?
Tenure shows whether an account is brand new, a long-time customer, or somewhere in between.
A new account (less than 30 days) with a low activation rate likely needs more onboarding support.
A long-time customer (over 3 months) with dropping adoption might need re-engagement efforts.
Why it matters: Understanding tenure helps you personalize engagement—onboarding for new users, re-engagement for existing ones.
6. Last Active: When were they last in your product?
Last Active tells you whether a user or account is still engaged or fading away.
Example: A customer inactive for 15 days might need a friendly check-in. A user inactive for 30+ days may be a high-risk churn candidate.
Combining Last Active with Tenure can highlight long-time customers whose engagement is slipping—those are the ones you want to save.
Why it matters: Catching disengaged users early can prevent churn before it happens.
7. Active User Percentage: How many users within an account are engaged?
For B2B SaaS, it's not just about whether an account is active—you also want to know how many users within that account are actually using your product.
If engagement is concentrated in just one or two people within a large account, that’s a red flag.
Example: A large enterprise account with 100 seats but only 5 active users is at risk. If those 5 leave, the whole account could churn.
Why it matters: Broad engagement across an account = long-term retention and upsell opportunities.
Bringing it all together
These seven customer health metrics help you see the warning signs before customers churn and spot opportunities to drive deeper engagement.
📢 Make it actionable:
Low adoption? Offer training or product walkthroughs.
Declining frequency? Send a re-engagement email or offer personalized support.
High activation but low engagement? Introduce advanced features to keep them growing.
Want to track and act on these metrics effortlessly? Accoil helps you monitor customer health, spot risks, and take action—all in one place.
Book a demo hereto see how it works!