Activation Rate Calculator

How it is calculated

You supply two counts from the same group of new users: how many reached your activation event and how many signed up in total.

activation rate = activated ÷ signups × 100
not activated = signups − activated

The rate is shown as a percentage with two decimals. Signups must be at least 1, activated users cannot be negative, and activated cannot exceed signups, so a count of activated users larger than the signups gives no result. Which action counts as "activated" is your decision; the tool only does the division, so the number is only as meaningful as the definition behind it and the cohort you chose.

Common mistakes

• Counting people who activated in March but signed up in February. Activation should be measured on one signup cohort; mixing cohorts can push activated above signups, which the tool rejects.
• Using all active users as the denominator. The base here is signups, not the entire user list, so a company with 20,000 old users and 1,250 new ones should enter 1,250.
• Defining activation as just logging in once. Activation is meant to be the action tied to real value; if the bar is too low the rate looks high and tells you nothing.
• Mixing up activation with conversion to paid or with retention. A user who activated may never pay, and one who pays may have activated long ago.
• Comparing rates built on different windows. A rate measured within 1 day and one measured within 30 days of signup are not comparable.