Back to GrowthDex
Growth idea action plan

Feature announcement goal event defined before send

Create the feature-usage event before you write the announcement so the launch message can be judged by actual adoption instead of open rates alone.

rare tacticlow budget

Why this can grow a startup

Teams often launch the message first and figure out measurement later, which means they optimize the wrong thing. Intercom recommends defining the goal event up front so the announcement can be tied to a real product action, not just delivery or clicks. That forces a cleaner question: what exactly should happen after the user reads this? Once that event exists, the launch stops being vague awareness work and becomes an adoption test with a real pass or fail.

Company example

Intercom suggests sending an event or user attribute before creating the feature announcement, then using that goal to see which recipients actually used the feature.

Source and metric

Source: Intercom Help: A guide to announcing your new features · Browse Intercom Help: A guide to announcing your new features tactics

Intercom recommends defining the goal event before the announcement so recipients can be measured by feature usage, not just message engagement.

Source discovered: May 30, 2026

AnalyticsLifecycleLaunchesmeasurementfeature adoptioneventslaunch analytics
GrowthDex operator note

When to use it

Use this when Analytics, Lifecycle, Launches is relevant to measurement, feature adoption, events and you can run a bounded test with a low budget.

When not to use it

Do not use it as a substitute for customer evidence, a clear owner, or a measurable stop condition. Local platform rules and market behavior still need checking.

Founder checklist

  1. Read Intercom Help: A guide to announcing your new features and identify what is directly supported.
  2. Choose one channel context: Analytics, Lifecycle, Launches.
  3. Define the test around Intercom recommends defining the goal event before the announcement so recipients can be measured by feature usage, not just message engagement..
  4. Set an owner, evidence window, and stop condition before launch.

Explore the context

Referral and Retention GrowthAnalyticsLifecycleLaunches

Related tactics

Feature announcement segmented by access, request, and in-product context

Announce a new feature differently to people who already have access, people who requested it, and people who just triggered the related behavior inside the product.

rareLifecycle, Product, Launches

Win-back eligibility report for reactivation prioritization

Pull Apple's win-back eligibility report before a reactivation push so the team spends its email, CRM, and support energy on subscribers the App Store can actually convert.

rareAnalytics, App Store, Lifecycle

Active-user penetration as the new-product health check

Judge a new product or feature by how many active users actually adopt it, not by launch noise or total signups.

rareProduct, Analytics, Lifecycle

Feature announcement suppresses freshly contacted and brand-new users

Exclude users who were contacted in the last few days and very new signups from feature blasts so the announcement reaches people with enough context to care.

epicLifecycle, Retention, Launches

Control-group proof for proactive support pilot

Measure proactive support against a comparable reached-out cohort before you scale it, so the team can tell whether the motion drives growth or just tells a flattering story.

epicSupport, Analytics, Lifecycle

Segment pageview pipe on branded docs domain

Proxy docs pageview events through the branded docs domain so analytics for the knowledge surface can live in the same instrumentation stack as the product and site.

uncommonAnalytics, Documentation, Lifecycle
Advisory bridge

Apply this with an operator

Connect activation, customer value, retention, and referral into one measurable loop.

Work with Ian