TL;DR
Product analytics isn’t about staring at charts. It’s about spotting signals you can act on. These 10 product signals help you catch what’s working, what needs attention, and what’s about to go quiet. What’s even better is if those signals get delivered straight to your GTM tools like Slack, Intercom, or HubSpot so the right teams can jump in when it matters.

1. A new account signs up

A signup is more than a number in your CRM. It’s your first chance to build momentum.

This signal should hit your GTM team instantly, so Customer Success can offer help, Sales can spot expansion potential, and Marketing knows the funnel's working. With Accoil, this can show up in Slack or HubSpot before that account even finishes onboarding.

2. What happens after someone converts?

Conversion is a milestone, but it’s also a transition point.

Just because someone clicks “upgrade” doesn’t mean they’re set up for success. If onboarding hasn’t gone deep, if usage hasn’t moved beyond the initial champion, or if key features still aren’t touched, that account could be at risk before anyone notices.

This is the moment to ask:

• Are they actually activated, or just upgraded?

• Is CS ready with a tailored onboarding plan?

• Does Product know what features are being used or skipped?

This signal should trigger more than a “welcome” email. It’s your chance to align GTM teams around a real check-in. Not to re-sell, but to reinforce.

The faster you catch post-conversion gaps, the better your odds of long-term engagement and expansion.

3. A new user joins an existing account

When new users show up, it's a sign of adoption, but only if they’re getting to value, too.

Flag this signal to give your team a chance to greet, guide, and support those users. CS can provide onboarding help. Support can ensure setup is smooth. Intercom is perfect for a quick in-app “G’day 👋”.

4. When is a trial ready for action?

Not all trials are created equal — some are just test clicks, others are real buying signals in disguise.

The key is knowing when a trial crosses from curiosity to commitment? That moment is activation:

• They hit a meaningful milestone

• They used a sticky feature

• They invited teammates or integrated tools

• They come back without being reminded

This is when a product-led trial becomes a sales-led opportunity.

It’s also when CS can proactively step in with onboarding support, or Marketing can reinforce value with targeted messaging. If you wait until the trial ends to follow up, you missed your window.

5. What if their product engagement score dips?

Engagement doesn’t always fall off a cliff. Sometimes it drops gradually: a few less logins, a skipped feature, a delay in usage after signup.

That slow fade is easy to miss if you’re only looking at raw activity. But a drop in product engagement score is often the first sign that something’s off:

• A key champion went quiet

• A team didn’t find long-term value

• Onboarding never fully landed

• They ran into friction and didn’t say anything

By the time an account goes fully inactive, it’s usually too late. But when the score starts to dip — that’s the moment to step in, ask questions, and recover the relationship before it turns cold.

The earlier your team sees the drop, the more options you have to turn it around.

“What is product engagement? It’s a score that reflects how actively and meaningfully someone is using your product. But it isn’t just clicks and logins, it’s a measure of intent. It captures whether users are reaching meaningful milestones, returning with purpose, and getting value out of the product. It’s not just about doing more, but really doing the right things.”

6. An account goes inactive

Silence is its own signal.

If users stop logging in, stop interacting, stop showing up…it’s time to act. This is your “last chance” to re-engage before it becomes churn. Whether it's a Slack notification or an Intercom ping telling you who’s gone quiet, Accoil makes sure someone sees it in time.

7. What should you do when usage surges?

Not every signal is a warning. Some are opportunities.

When product usage jumps unexpectedly, it usually means something’s going right:

• A team is rolling it out to more users

• A champion is driving adoption

• A feature just ‘clicked’

Now’s your chance to lean in.

• Sales might explore if they’ve outgrown their current plan.

• CS can offer onboarding support for new users.

• Marketing can follow up with education around advanced features.

• Product can watch for feature demand signals.

Usage surges tell you where the product is winning. Surges also tell you where to start the next expansion conversation.

8. A key feature gets adopted

You launched something new. Are customers using it?

Track adoption of sticky or high-value features. If usage crosses a meaningful threshold, it’s a signal worth sharing. Accoil can alert Product, CS, or Marketing that customers are highly engaged, so you can reinforce what’s working or build on it further.

9. Are they preparing to leave?

Some product behaviors say more than they appear:

• Removing teammates

• Exporting data

• Downgrading usage

• Disconnecting integrations

These might look small, but they’re often precursors to churn. With alerts that can be routed directly to Support or CS in Slack or Intercom, you can fix things before they escalate.

10. An account cancels

You can’t prevent every loss. But you can still learn from it.

Track cancellations as a signal to close the loop. Collect feedback. Spot repeat patterns. Update your playbooks. Update HubSpot or your CRM for shared visibility across Product, CS, and Marketing. Accoil can also show you historical trends so you can spot patterns and correlations.

Review: 10 Product Signals for GTM Teams

The strongest GTM teams pay attention to moments like:

1. A new signup that needs onboarding

2. A conversion that might be shaky

3. A new user who’s gone cold

4. A trial converting into buying territory

5. A slow, quiet drop in engagement

6. An account that’s gone silent

7. A usage spike that signals momentum

8. A feature finally getting adopted

9. A risky behavior that hints at churn

10. A cancellation that still holds insight

These data points are turning points if you see them and act on them. It’s one thing to measure them. It’s another to pipe them to the tools your team already works in, so everyone stays in sync.

Stay informed. Proactively keep your users and accounts healthy, engaged, and growing.