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Activation Rate Calculator

Compute activation rate: what % of new signups reach your activation event (and what you need to hit a target).

Activation is a leading indicator of retention. If users don't reach an 'aha moment', they're unlikely to stick.

This calculator computes activation rate from signups and activated users, and optionally computes the activated users needed to hit a target activation rate.

Prefer an explanation- Read the guide.
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Set 0 to disable target calculation.
%
Tip: you can type commas (e.g., 10,000).

Example

Using the default inputs, the result is:
24%
New signups
5,000
Activated users
1,200
Target activation rate (optional)
30%

How to calculate

  1. Enter new signups for the time window.
  2. Enter activated users (as defined by your activation event).
  3. Optionally enter a target activation rate to compute the required activated users.

Formula

Activation rate = activated users / signups
  • Activation is defined by a single event/threshold (custom per product).
  • Inputs reflect the same cohort and time window.

FAQ

What should count as 'activated'-
Use an event that correlates with retention and value (the 'aha' moment). Avoid vanity events like 'visited settings' unless they predict long-term use.
Should I measure activation by account instead of user-
If your product is sold per account, account-level activation is often more meaningful. The key is choosing a denominator that matches your business model and staying consistent.

Common mistakes

  • Using vanity events as activation (not linked to retention).
  • Mixing denominators (users vs accounts) across periods.
  • Comparing activation rates across channels without segmenting intent.

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Quick checks

  • Keep time units consistent (monthly vs annual) across inputs and outputs.
  • Segment by cohort/channel/plan before trusting a blended average.
  • Use the related guide to avoid common definition and denominator mismatches.