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Also known as: user activation

Activation Rate

ConceptualMetricsProduct

Definition

Activation Rate: Activation rate is the percentage of new users who complete key actions that indicate they've experienced your product's core value. The activation moment varies by product but typically involves completing setup and using primary features. Higher activation correlates with better retention.

Example Usage

“After redesigning onboarding, our 7-day activation rate improved from 25% to 45%.”

Common Misconceptions

Activation means signing up. True activation is experiencing core product value.
One activation metric fits all. Different user segments may have different activation criteria.
Fast activation is always better. Quality of activation matters more than speed.

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