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Feature Adoption Rate Calculator
Compute feature adoption: what % of active users used a specific feature in a time window.
Feature adoption measures whether users are using a specific feature that drives value (and often retention).
Use adoption by cohort and persona to find where onboarding and product discovery are failing.
Prefer an explanation- Read the guide.
Feature adoption rate: definition, how to measure adoption, and pitfallsPLG metrics hub: activation, trial conversion, stickiness, and adoptionActivation rate: definition, formula, and how to improve activationPQL to paid: how to define PQLs and track conversion to revenue
Set 0 to disable target calculation.
%
Tip: you can type commas (e.g., 10,000).
Example
Using the default inputs, the result is:
30%
- Active users (window)
- 8,000
- Users who used the feature
- 2,400
- Target adoption (optional)
- 40%
How to calculate
- Define the feature event (what counts as 'used').
- Enter active users for the window and users who used the feature.
- Review adoption % and required users to hit a target adoption.
Formula
Feature adoption rate = users who used feature / active users
- Active users and feature users are measured over the same window and same identity (user/account).
- Feature usage threshold is meaningful (define it clearly).
FAQ
Should I measure adoption by user or account-
Use the unit that matches how value is realized. In B2B tools, account-level adoption can be more meaningful than user-level adoption for expansion and retention.
What's the difference between adoption and activation-
Activation is the first meaningful value moment early in the lifecycle. Adoption usually means ongoing usage of a feature over time (often after activation).
Common mistakes
- Counting one-time clicks as adoption (use meaningful usage thresholds).
- Using total users instead of active users as the denominator.
- Comparing adoption across versions without aligning event tracking.
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Compute LTV:CAC ratio and CAC payback using ARPA, gross margin, churn, and CAC.
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Estimate how many months it takes to recover CAC (months to recover CAC) using gross profit.
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.