It is below average but not alarming. Across 500 plus products the average activation rate sits around 34 percent and the median around 25, with SaaS a little higher, so 18 puts you in the bottom half with plenty of room. Before you panic, check that your milestone is set at a sensible point, because a lot of low numbers are measurement problems: if you defined activation as something that only happens in week three, you are measuring retention and calling it activation. The number that matters more than the benchmark is whether activated users retain roughly twice as well as non-activated ones. If they do not, your milestone is wrong and improving it will not help.
4 hand-picked resources, 4 link-checked. Pick how you want to dig in.
Why we picked it Benchmarks from 500 plus products: 34 percent average, 36 percent for SaaS. If you have ever wondered whether your number is bad or normal, this is the answer, and it is free.
From Lenny's Newsletter by Lenny Rachitsky and Yuriy Timen 12 min read
Open lennysnewsletter.com →Why we picked it A three step method (brainstorm milestones, regress against retention, then experiment to prove causation) with worked examples from six companies. The third step is the one most teams skip.
From Lenny's Newsletter by Lenny Rachitsky 15 min read
Open lennysnewsletter.com →Why we picked it Goes past the single aha metric to a three stage model (setup, aha, habit) with Apollo.io and Appcues case studies, plus the failure modes: no retention correlation, and changing the metric every quarter.
From Product Growth by Aakash Gupta and Ramli John 25 min read
Open news.aakashg.com →Why we picked it A short, specific list of what to instrument on a self-serve funnel, including time to activation and time to convert, which are the two most people forget to track at all.
From Amplitude by Carmen DeCouto 12 min read
Open amplitude.com →How activation and onboarding reads from a different seat.
The same ground, over in Grow & market, our Starting Up track.
