Do you track this metric? Just vote!
User Engagement Rate
from Activation
Metrics type
Units of measure
Percent / Ratio
More - better
Check frequency
The percentage of users who actively engage with the app or website relative to the total user base.
Why it is important
Tracking the User Engagement Rate is crucial for e-commerce stores as it provides insights into the effectiveness of your app or website in retaining and involving users. A high engagement rate indicates a positive user experience and may suggest that your content, features, or promotions are resonating well.

This metric helps in making informed decisions about optimizing user experience, content strategy, and marketing efforts to enhance overall user satisfaction and retention.
(Active Users / Total Users) * 100
Calculation example
Let's say you have an e-commerce app, and in a given period, you have a total of 10,000 users (Total Users). Out of these, 6,000 users actively engaged with your app during the same period (Active Users).

User Engagement Rate = (Active Users / Total Users) × 100
User Engagement Rate = (6,000 / 10,000) × 100 = 60%
Affected metrics
Affecting metrics
Connecting metrics
Active Users
Total 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 Traffic Source
by Device Type
by Geo
by Demographic Segment
by Product Category
by User Type
The revenue impact pathway
Available in JetMetrics Lite only
Questions to be Answered
1. How does the User Engagement Rate metric vary between different user segments or demographics, and what insights can be gained for tailoring app features or content to specific user preferences?
2. Are there specific app features or updates that correlate with changes in the User Engagement Rate, and what insights can be gained for future development and marketing efforts?
3. Can you identify any correlation between the timing and frequency of user engagement campaigns or promotions and fluctuations in the User Engagement Rate?
4. How does the User Engagement Rate differ between users who have completed the activation process and those who haven't?
5. What impact do limited-time promotions or exclusive offers have on the User Engagement Rate, and how can these promotions be optimized for increased user engagement?
6. How does the geographic location of users influence the User Engagement Rate, and are there opportunities for localized optimization of user engagement strategies?
7. What is the correlation between the User Engagement Rate and user satisfaction scores, and how can improvements in user satisfaction contribute to a higher user engagement rate?
Possible causes of worsening
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