Feature adoption explained

Feature adoption measures the share of eligible users who have successfully used a new capability at least once. It is a leading indicator for product discovery, onboarding quality, and time‑to‑value.

Formula: adoption (%) = adopters ÷ eligible users × 100. Adoption is related to activation and retention but not the same: activation checks whether a user completes the necessary setup; adoption checks if they actually use the feature; retention checks if they keep using it over time.

What each input means

• Cohort size: Number of eligible users in the cohort. Eligibility means the user could reasonably access the feature (correct plan, permissions, platform, etc.).
• Adopted: Count of users who used the feature at least once in the period.

How to use the calculator

1. Add one or more cohorts that reflect how you roll out or segment users.
2. Enter the eligible users and the number who adopted the feature.
3. Read the summary for overall adoption rate and status.
4. Compare cohorts to spot areas needing better onboarding or messaging.

Interpreting results

• 40.8% overall adoption today. Status is shown as Strong to provide quick guidance.
• Below ~20% usually signals discoverability or eligibility issues.
• 20–40% is moderate; users find it but may not yet see strong value.
• 40%+ indicates good adoption for broad features. Niche features can be healthy at lower levels.

Example

With 240 eligible users across the cohorts above and 98 adopters, the adoption rate is 40.8%. If adoption is lower than expected, focus on eligibility checks, in‑product prompts, and first‑time guidance.

Benchmarks and pitfalls

• Benchmarks vary by product type, audience, and feature scope. Use internal baselines first.
• Do not count page views or impressions as adoption; require a verifiable action.
• Ensure the denominator is truly eligible users to avoid under‑ or over‑stating adoption.
• Watch seasonality and rollout timing; compare like‑for‑like periods.

Ways to improve adoption

• Announce in context near related workflows, not just via global banners.
• Offer lightweight guidance (tooltips, hints) over blocking modals.
• Instrument first‑use and repeat‑use separately to understand depth of value.
• Target cohorts with lower adoption using tailored nudges or examples.

Related metrics to track

• Activation completion rate for prerequisites.
• Repeat usage frequency (weekly or monthly).
• Task success rate and time‑to‑value for feature‑related flows.