Divide the number of users who completed that activity by the total number of users who signed up for your product. How to calculate activation rateĬalculating your activation rate is straightforward as long as you know what milestone you’re tracking. When choosing an activation milestone, look for an event that, when users complete it, often leads to them becoming a paying or highly engaged customer. A music-streaming application might look at how many users create their first playlist. A social platform might track the percentage of users who add their first friend. This milestone will differ from company to company, depending on your product and your business goals. Typically, the event milestone is something that occurs in the onboarding process, or early on in a user’s experience with the application. The milestone can be any event that increases the odds that the user will come back and continue using the product. Monthly Recurring Revenue (MRR) Closed vs QuotaĪctivation rate measures the percentage of people who successfully complete a certain milestone in your onboarding process.
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