# Activation Rate Calculator (Free)

Work out your activation rate, compare it with published SaaS benchmarks, and see which step of your funnel loses the most users. Free, in your browser.

Canonical: https://ignura.com/tools/activation-rate-calculator
Last updated: 2026-10-25
Author: Ignura

Activation rate = users who reached your activation milestone ÷ users who signed up in the same period × 100.

- **Lenny’s Newsletter, SaaS products:** average 36%, median 30% ([source](https://www.lennysnewsletter.com/p/what-is-a-good-activation-rate)).
- **Lenny’s Newsletter, all products surveyed:** average 34%, median 25% ([source](https://www.lennysnewsletter.com/p/what-is-a-good-activation-rate)).
- **Userpilot 2025, 62 B2B SaaS companies:** average 37.5%, median 37% ([source](https://userpilot.com/saas-product-metrics/)).

Rates differ mainly because each product defines its activation milestone differently, so compare against your own past cohorts first.

[Not sure what your activation milestone is? Talk it through in a free 15-min call](https://ignura.com/book?utm_source=tool&utm_medium=activation-rate-calculator&utm_content=intro)

## How to calculate activation rate

Pick one milestone that shows a new user got value, such as creating a first project. Count the users who signed up in a period. Count how many of those same users reached the milestone. Divide the second number by the first and multiply by 100. So 30 activated users out of 100 sign-ups is 30%.

Use the same cohort for both numbers. If you count everyone who activated this month, including people who signed up last month, the rate will look better than it is.

## Activation rate benchmarks

Last checked: 25 October 2026.

| Source                                                                                                                    | Sample                                                  | Average | Median |
| ------------------------------------------------------------------------------------------------------------------------- | ------------------------------------------------------- | ------- | ------ |
| [Lenny’s Newsletter, “What is a good activation rate”](https://www.lennysnewsletter.com/p/what-is-a-good-activation-rate) | SaaS products only (no marketplaces, e-commerce or DTC) | 36%     | 30%    |
| [Lenny’s Newsletter, same survey](https://www.lennysnewsletter.com/p/what-is-a-good-activation-rate)                      | All products surveyed                                   | 34%     | 25%    |
| [Userpilot, SaaS Product Metrics Benchmark Report 2025](https://userpilot.com/saas-product-metrics/)                      | 62 B2B SaaS companies                                   | 37.5%   | 37%    |

## Questions

### How to calculate activation rate

Divide the number of new users who reached your activation milestone by the number of users who signed up in the same period, then multiply by 100. For example, 30 activated users out of 100 sign-ups is a 30% activation rate.

### What is a good activation rate?

Lenny’s Newsletter puts the SaaS average at 36% and the median at 30%. Userpilot’s 2025 report puts the average at 37.5% and the median at 37% across 62 B2B SaaS companies. Compare against your own past cohorts first, because the milestone you pick changes the number a lot.

### What counts as an activation milestone?

One action that shows a new user got value from your product, such as creating a first project or inviting a teammate. Pick it once and keep it fixed, so your rate means the same thing every week.

### Is this calculator free, and is my data stored?

It’s free, with no sign-up. The maths runs in your browser. Your numbers, milestone and step names are never sent or stored.

### Why does my activation rate swing so much?

Small samples move a lot. Under 30 sign-ups, a few users either way can change the rate by many points, so look at a longer period or several cohorts together.

## Read next

- [How to improve activation rate: a plain guide](https://ignura.com/blog/how-to-improve-activation-rate)

Book a 15-minute call about your website: https://ignura.com/book