What feature adoption measures
Feature adoption rate measures what % of active users used a specific feature within a time window. It helps you validate that users are discovering and repeatedly using the product capabilities that drive value and retention.
Formula
Feature adoption rate = users who used feature / active users
Adoption vs activation
Activation is the first meaningful value moment. Adoption is repeated usage of a specific feature over time. A feature can be activated once but still have low adoption if it does not become part of the workflow.
How to measure adoption well
- Define a meaningful usage threshold (not a one-off click).
- Use active users as the denominator (not total signups).
- Segment by persona and cohort to connect adoption to retention outcomes.
Set an adoption target
- Pick a cohort window that reflects your typical time-to-value.
- Compare adoption across segments to find realistic targets.
- Use a target tied to retention lift, not just usage volume.
Adoption improvement playbook
- Surface the feature in onboarding and default templates.
- Reduce friction: fewer steps, clearer labels, better empty states.
- Add contextual prompts or nudges based on user intent.
- Follow up with in-product education for stalled cohorts.
Instrumentation tips
- Define the adoption event clearly and version it when tracking changes.
- Track adoption by cohort so you can see if changes persist.
- Use a time window that matches real usage cadence.
Adoption benchmarks
- Benchmarks vary by feature criticality and user segment.
- Compare adoption of core vs secondary features separately.
- Set targets based on retention lift, not vanity usage.
Adoption reporting checklist
- Report adoption by cohort to see if improvements stick.
- Track adoption depth (repeat use) in addition to first use.
- Align adoption definitions with your success criteria.
Common mistakes
- Counting the wrong event (vanity usage).
- Comparing adoption across periods while changing tracking instrumentation.
- Optimizing adoption of a feature that doesn't drive retention or revenue.