Onboarding-to-Active Rate (Activation Rate)
Onboarding-to-Active Rate (Activation Rate): Percentage of onboarded customers who become actively engaged.
Formula
Activation Rate = Active customers post-onboarding / Customers completing onboarding × 100Computable definition
The canonical formula in the GASP formula grammar. The MCP server compiles it to SQL over the datasets listed below.
count_distinct(field.customer_id where in_period(field.onboarding_completion_date) and field.activation_date is not null) / count_distinct(field.customer_id where in_period(field.onboarding_completion_date))Unit: percent (the formula yields an unscaled ratio)
Notes: Onboarding-to-Active Rate: customers who completed onboarding in the period and reached activation.
Data requirements
Grain: Per event, aggregate monthly · Frequency: Daily · Aggregation: aggregate (month) · Staged: no · Main source: CS Platform.
| Field | Dataset | Type |
|---|---|---|
activation_date | customer | date |
customer_id | customer | string |
onboarding_completion_date | customer | date |
snapshot_date | customer | date |
Example SQL (Postgres)
SELECT (CAST((SELECT COUNT(DISTINCT customer_id) FROM customer WHERE snapshot_date = :period_end AND ((onboarding_completion_date >= :period_start AND onboarding_completion_date <= :period_end) AND activation_date IS NOT NULL)) AS DOUBLE PRECISION) / NULLIF((SELECT COUNT(DISTINCT customer_id) FROM customer WHERE snapshot_date = :period_end AND (onboarding_completion_date >= :period_start AND onboarding_completion_date <= :period_end)), 0)) AS activation_rate Access: recommended
sensitivity tier internal,
access scope unscoped.
Guidance your policy engine enforces.
From an agent: with the GASP MCP server, call
lookup_metric({ "name": "Onboarding-to-Active Rate (Activation Rate)" }) or generate_query({ "metric": "Onboarding-to-Active Rate (Activation Rate)", "adapter": "<your adapter JSON>" }).
Benchmarks
- Average across SaaS: 37.5%
- PLG companies: 34.6%
- Sales-led companies: 41.6%
What It Tells You
Whether onboarding turns into real product usage.
Related Metrics
Connected in the GASP relationship graph.
Upstream: what drives this
- Onboarding Completion Rate drives Activation Rate (Onboarding)
Downstream: what this drives
- Activation Rate drives Feature Adoption Rate (Product)
- Activation Rate measures Customer (Entity)