Activation rate
The activation milestone should represent an early experience of the product’s core value, not simply account creation. Teams use activation rate to evaluate onboarding quality, acquisition quality, and time-to-value. It should be segmented by channel, persona, device, and signup cohort because a single blended rate can hide meaningful differences. The denominator and time window must remain consistent.
What is Activation rate?
Activation rate is the percentage of new users who reach a defined activation milestone within a specified period after starting.
Why it matters
The activation milestone should represent an early experience of the product’s core value, not simply account creation. Teams use activation rate to evaluate onboarding quality, acquisition quality, and time-to-value. It should be segmented by channel, persona, device, and signup cohort because a single blended rate can hide meaningful differences. The denominator and time window must remain consistent.
Example
If 2,000 users sign up and 800 complete the first key workflow within seven days, the seven-day activation rate is 40%.