Retention
Activation rate calculator
Enter how many people signed up and how many reached your activation milestone. The calculator gives the activation rate and how many sign-ups never got there.
Activation rate
35%
- Sign-ups who did not activate
- 780
How to read the result
The number is only as good as the milestone. Pick the first action after which people tend to stay, such as sending a first invoice or inviting a teammate, not simply logging in.
Measure by sign-up cohort and give each cohort the same number of days to activate, or recent sign-ups will always look worse.
The formula
RetentionActivation rate = sign-ups who reached the activation milestone ÷ total sign-ups.
Frequently asked questions
Compare the early behaviour of customers who stayed with those who left. The action that separates the two groups most clearly is your milestone.
Yes. Visitors who arrive from a search that matches what your product does tend to activate at a higher rate than visitors from a broad informational one. It is worth splitting the rate by landing page.
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