If you’re in sales, customer success, or product, you know one thing: reaching out to the right users at the right time beats blasting everyone with the same pitch. But figuring out who’s actually using your product—and who’s ready for a real conversation—isn’t obvious. This guide is for folks who want to get real about tracking product usage in Endgame and use it to prioritize their outreach (without getting stuck in analysis paralysis).
Let’s cut through the noise and get practical.
Step 1: Understand What (and Why) You’re Tracking
Before you start wiring up dashboards and alerts, get clear on what you’re actually looking for. Not every click or login is worth your time.
What counts as a “usage signal”? - Users hitting key milestones (e.g., inviting teammates, connecting integrations) - Repeated use of “power” features (not just poking around) - Rapid growth in usage or team size - A sudden drop-off from previously active users
Why bother? - You want to spot accounts that are ready for an upgrade, expansion, or just need a nudge to stay engaged. - You don’t want to waste time on tire-kickers or folks who’ll never buy.
What to ignore: - Vanity metrics (pageviews, random logins) - “Sign-up” as a signal—unless you’re desperate, this is too early
Pro tip: If you’re not sure what a good signal looks like, ask your best customers what they did right before they went all-in. That’s what you want to track.
Step 2: Make Sure Endgame Is Getting the Right Data
Endgame’s only as good as the data you feed it. Garbage in, garbage out.
The basics: - Make sure your product is sending the right events to Endgame. This often means hooking up your app’s analytics (Segment, RudderStack, custom API, etc.). - Track events that map to real value, not just activity for activity’s sake.
Events you probably want: - User signed up - Invited a teammate - Created a project/file/record (whatever your “aha moment” is) - Upgraded plan - Hit a usage limit
Events to skip: - Clicked ‘Help’ - Changed profile picture (unless you’re LinkedIn) - Logged in (unless you have REALLY sticky daily use)
Be honest: If you’re not technical, you’ll need help from an engineer. Don’t try to hack this together with spreadsheets or Zapier. It’ll break.
Step 3: Set Up Segments That Actually Mean Something
Once the data’s flowing, it’s tempting to build every segment under the sun. Resist the urge.
Start with a few segments that matter: - Activated users: Hit key milestones (e.g., completed onboarding, used core feature) - Expansion-ready accounts: Teams that are adding users or using more features - Churn risks: Accounts with a drop in usage or who haven’t logged in for X days - Power users: People who use advanced features or log in way more than average
How to build segments in Endgame: 1. Go to the Segments section. 2. Define rules based on the events you’re tracking (e.g., “Created 3+ projects in 7 days”). 3. Give the segment a clear, boring name. (“Expansion Ready” beats “Superstars 2.0”) 4. Save and check the list—do these actually look like the right people?
What not to do: - Don’t build segments around “engaged users” without specifying what that means. - Don’t segment on data you don’t trust.
Pro tip: Start small. If a segment isn’t helping you take action, kill it.
Step 4: Prioritize Outreach—No More Random Acts of Selling
With segments in place, it’s time to actually use them. Endgame isn’t magic, but it can help you work smarter.
How to prioritize: - Focus first on accounts showing signs of growth or hitting upgrade triggers. - Reach out to power users and ask what’s working (they’ll usually tell you). - Don’t ignore churn risks—but don’t spam them either. One thoughtful message beats a sequence of nags.
Playbooks that work: - Expansion: “I noticed your team’s grown a ton this month. Want to chat about streamlining your workflow?” - Activation: “Looks like you just set up your first integration—need help connecting more tools?” - Churn: “Saw you haven’t logged in lately. Anything getting in your way?”
What doesn’t work: - Generic “Checking in to see how things are going” emails. Nobody wants those. - Outreach based on weak signals (e.g., “You logged in last week!”)
Reality check: You won’t always get a response. That’s normal. The point is to be relevant, not relentless.
Step 5: Tune Your Signals (and Ignore the Noise)
The first version of your segments and signals won’t be perfect. That’s fine.
How to tune: - Revisit segments monthly. Are they surfacing the right people? - Pay attention to false positives (people who look “hot” but never reply). - Talk to your team—what signals actually led to closed deals or renewals?
Common mistakes: - Chasing too many signals at once. If everything’s a priority, nothing is. - Not adjusting as your product (or customers) change.
Stuff to ignore: - “Best practices” that don’t fit your business. Just because a blog says to track “time in app” doesn’t mean it matters for you. - The latest AI-powered signal score—unless you know what’s under the hood.
Pro tip: Trust your gut, but let data call your bluff. If your favorite segment never results in a sale, cut it.
Step 6: Build a Repeatable Habit (Not a One-Off Project)
The best sales and success teams treat usage tracking as an ongoing habit, not a set-and-forget project.
What to do: - Check Endgame at the same time every week. Pick a day and stick to it. - Schedule regular reviews with your team—what’s working, what’s noise, what needs tweaking? - Use the insights to fuel real conversations, not just activity metrics for your boss.
What not to do: - Don’t obsessively refresh dashboards all day. - Don’t use usage data as a blunt instrument to justify more spam.
Reality check: You’ll get more value from acting on a few good signals than staring at charts all week.
Keep It Simple. Iterate Often.
Tracking product usage in Endgame isn’t about building the fanciest dashboard or chasing every new metric. It’s about spotting genuine moments that matter—and reaching out when you can actually help. Start small, focus on signals that tie back to real actions, and don’t be afraid to cut what isn’t working. The best teams keep it simple, tune as they go, and never let the tooling get in the way of talking to real people.
Now get out there and talk to users who actually want to hear from you.