Activation rate calculatorHow many new users reach value.
Put in your sign-ups and how many activated. You get your activation rate, how many users signed up and never got there, and what reaching your target would add each period.
- Your activation rate
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- Signed up, never activated
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- Users each extra point is worth
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- Activated at your target
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At your target rate
– more activated users
from the same sign-ups, every period.
How to work out activation rate.
Activation rate = users who activated ÷ users who signed up × 100. Count both from the same group of sign-ups, and give everyone the same window to activate, such as their first 7 days.
For example, 500 sign-ups with 120 reaching the activation event is a 24% rate. Each extra percentage point is worth 5 more activated users from the same sign-ups, with no extra marketing spend.
Show as a table
| 24% (today) | 120 |
| 30% | 150 |
| 35% | 175 |
| 40% | 200 |
Activation is often the cheapest number in the funnel to move, because it sits between the sign-ups you already have and the users who stay. A small gain there carries through to everything after it.
Getting more users to activate.
Most new users who don’t activate stop at a step: a form they don’t understand, a setting they can’t find, an integration that takes too many clicks. Find that step by watching where your sign-ups stop, then make it shorter or do it for them.
Stiro does it for them. A new user says what they want, such as “set up my first project and invite my team”, and Stiro does the steps in your product while they watch. There are no tours to record and nothing to train, and it reads the live screen, so it keeps up as your onboarding changes. Read more on AI onboarding or watch it set up a schedule in Cal.com.
Activation rate questions.
What is user activation?
Activation is the moment a new user first gets real value from your product: the first project with a task in it, the first invoice sent, the first booking taken. A user who reaches it is far more likely to stay than one who only signed up.
How do you calculate activation rate?
Activation rate = users who activated ÷ users who signed up in the same period × 100. Use the same group of sign-ups on both sides, and give them a fixed time to activate, such as their first 7 days, so each month compares fairly.
How do I choose my activation event?
Pick the first action that shows a user got what they came for, and that your retained users almost all did early on. Look at users who are still active after a few months and see which first actions they share. Keep it to one event you can measure.
What is a good activation rate?
It depends on your product, your sign-up flow and how you define the event, so compare yourself with your own last month rather than someone else’s number. A rising rate after a change tells you more than any average.
How can we improve activation?
Shorten the path to the activation event: fewer fields at sign-up, sensible defaults, sample data, and help at the exact step where people stop. Letting new users say what they want set up, and having it done for them, removes the steps where most of them drop.
Where does Stiro fit?
Stiro is an in-app AI agent: a new user says what they want to set up, in their own words, and it does the steps in your product while they watch. It reads the live screen, so it keeps working as your onboarding changes, and hands anything that sends, spends or deletes back to the user.
Let your users just ask.
Stiro does the steps in your app for your users. One script tag, 50 runs a month free, no card.