Activation Rate

Activation rate captures how many new users reach the first meaningful value quickly. It is the first milestone on the path to retention.

Activation rate is the share of new users who achieve the first value event within a defined onboarding window.

Define predictive activation events and measure in tight windows. Improving activation usually lifts downstream retention and monetization.

Activation rate captures how many new users reach the first meaningful value within your onboarding window. Define a small set of events that strongly predict retention, then measure time‑bounded activation by source and platform. Raising activation through better onboarding and guidance typically lifts retention and monetization across the funnel.

Use new users achieving first value.

Use the count of activated users within the window divided by total new users, expressed as a percentage.

1,000 signups, 420 activated → 42%.

Illustrate with a cohort of signups reaching a defined first‑value event within 7 or 14 days.

Vague activation definitions, too long windows, and vanity events weaken the signal.

Consumer apps often 40–60%+; B2B tools 20–40% typical (highly variable).

Benchmarks vary; track by product and platform. Focus on trend and correlation with retention.

Ensure the activation event strongly predicts retention and segment by source and device.

Activation relates to TTFV, retention rate, and stickiness metrics.