Do you track this metric? Just vote!
Activation Rate
from Activation
Metrics type
Units of measure
Percent / Ratio
More - better
Check frequency
Weekly Check
The percentage of total users who have successfully completed the activation process relative to the total user base.
Why it is important
Tracking the Activation Rate is essential for e-commerce stores as it provides a clear measure of the effectiveness of onboarding processes and user engagement strategies.

A high Activation Rate indicates a successful conversion of users into active participants, while a low rate may suggest areas for improvement in the onboarding experience.
(Activated Users / Total Users) * 100
Calculation example
Suppose E-commerce Store Y has a total user base of 10,000 users. In a given month the number of users who successfully completed the activation process (created an account or performed an initial login) is 2,500.

Activation Rate = (Activated Users / Total Users) * 100
Activation Rate = (2,500 / 10,000) * 100
Activation Rate = 25%
Affected metrics
Affecting metrics
Connecting metrics
Activated Users

Get free access to the biggest
e-commerce knowledge base

Metrics maps, 1,000+ metrics, 800+ tactics, discussions with pros and much more
Suggested slices for dashboards
by Time-of-Day and Day-of-Week
by Traffic Source
by Audience Segment
by Device Type
by Campaign or Ad Group
The revenue impact pathway
Available in JetMetrics Lite only
Questions to be Answered
1. How does the Activation Rate vary during promotional periods, and what factors contribute to these fluctuations?
2. Are there specific user segments that consistently exhibit higher or lower activation rates?
3. What impact does the complexity of the activation process have on the overall Activation Rate?
4. Can you identify any correlation between the Activation Rate and customer satisfaction scores?
5. How does the Activation Rate compare across different devices and platforms?
6. What strategies can be implemented to improve the Activation Rate based on historical data?
7. Are there any external factors, such as industry trends, that influence the Activation Rate?
Possible causes of worsening
Slow Onboarding Process
Lengthy or slow onboarding processes may discourage users from completing activation.

Technical Issues
Glitches or errors during the activation process can hinder successful completion.

Explore more causes in full version of JetMetrics Lite
Tactics to improve this metric
Explore in JetMetrics Lite or Ask professionals in the Community
JetMetrics – the easiest way from data to insights
and actions
Our special early access prices are for a limited time only!
Early access plan
For whom?
Only for Shopify stores
What will I get?
Early access
Priority support
6-month discount
per month within 6 months then the price will depend on the monthly number of orders.
Now you need to pay only $49 for the first month to lock in that price for a 6 months.
Follow product updates