Activation Rate
The percentage of new users who complete a key action that indicates they've experienced the product's core value.
Definition
Activation rate measures how many new users reach your "aha moment" - the point where they first experience the core value of your product. This is crucial for converting trials to paying customers and ensuring long-term retention.
How to Calculate
Activation Rate = (Activated Users / Total New Users) × 100
Activation Examples
- Social Media: Follow 10 accounts, post first content
- Project Management: Create first project, invite team member
- E-commerce: Complete first purchase
- SaaS Tool: Complete setup, use core feature
Why It Matters
- Retention Predictor: Activated users are much more likely to stay
- Product-Market Fit: High activation suggests good product-market fit