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Аналитика / Продуктовые метрики

Activation rate

Activation rate tracks how many new registrants reach a predefined value moment.

Опубликовано: Обновлено:

АналитикаПродуктовые метрики

Формула

$$\text{Activation Rate} = \frac{N_{\text{activated}}}{N_{\text{registered}}}\cdot100\%$$
line-chart Activation trend by cohort

Track activation by week or month to detect onboarding improvements and regressions.

Spikes often align with UX changes, flow simplification, or guidance updates.

Обозначения

$N_{\text{registered}}$
New registered users in cohort, users
$N_{\text{activated}}$
Users who perform the activation event, users

Условия применения

  • Define one activation event (for example, first project created).
  • Use registrations from a consistent time window.
  • Activation should be checked after the required minimum observation window.

Ограничения

  • A weak activation definition can produce inflated rates.
  • Users with delayed activation need cohort lag handling.
  • Cross-device duplicates can inflate both numerator and denominator.

Подробное объяснение

Activation measures delivery of first meaningful action, often the earliest monetization and retention predictor.

Как пользоваться формулой

  1. Pick one core activation event.
  2. Compute registered users and activated users for each cohort.
  3. Track weekly by source and platform.
  4. Improve onboarding and messaging where rate drops.

Историческая справка

Activation rate entered startup metrics as the first post-signup milestone for startup success tracking.

Пример

20,000 users registered and 8,000 activated; activation rate = 8,000 / 20,000 × 100\% = 40\%.

Частая ошибка

Changing activation event definition mid-sprint makes trend comparison invalid.

Практика

Задачи с решением

Weekly activation

Условие. Registered: 3,500; activated: 1,925.

Решение. \text{Activation Rate} = 1{,}925 / 3{,}500 \cdot100\% \approx 55\%.

Ответ. \approx 55\%

Monthly onboarding focus

Условие. Registered: 9,000; activated: 2,700.

Решение. \text{Activation Rate} = 2{,}700 / 9{,}000 \cdot100\% = 30\%.

Ответ. 30\%

Дополнительные источники

  • Dave McClure, AARRR Startup Metrics
  • GrowthHackers, Activation Best Practices

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$\text{CR}_{i\to i+1}=\frac{U_{i+1}}{U_i}\cdot100\%$

Step conversion shows how efficiently users move from one funnel stage to the next.

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$\text{DAU/MAU} = \frac{\text{DAU}}{\text{MAU}}\cdot 100\%$

The DAU/MAU ratio shows what share of monthly active users visit your product on an average day.

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Cohort retention rate

$\text{Retention} = \frac{N_{\text{active at end}}}{N_{\text{cohort start}}}\cdot 100\%$

Retention rate measures what percentage of a cohort remains active after a chosen period.