Calculate the percentage of new users utilizing your feature or product.
Calculated Adoption Rate
0.00%
function calculateAdoptionRate() {
var adoptersInput = document.getElementById('adoptingUsers');
var totalInput = document.getElementById('totalAudience');
var resultContainer = document.getElementById('result-container');
var resultValueDisplay = document.getElementById('resultPercentage');
var resultExplanationDisplay = document.getElementById('resultExplanation');
var adopters = parseFloat(adoptersInput.value);
var total = parseFloat(totalInput.value);
// Validation
if (isNaN(adopters) || isNaN(total)) {
alert("Please enter valid numbers for both fields.");
return;
}
if (total <= 0) {
alert("Total audience must be greater than zero.");
return;
}
if (adopters total) {
alert("Number of adopters cannot exceed the total audience.");
return;
}
// Calculation
var rate = (adopters / total) * 100;
var formattedRate = rate.toFixed(2);
// Analysis text logic
var analysisText = "";
if (rate < 5) {
analysisText = "The adoption rate is currently low. Consider investigating usability issues or marketing awareness.";
} else if (rate >= 5 && rate < 20) {
analysisText = "The adoption rate is moderate. This is common for new features, but implies room for growth.";
} else if (rate >= 20 && rate < 50) {
analysisText = "The adoption rate is good, indicating a strong product-market fit or high feature utility.";
} else {
analysisText = "The adoption rate is excellent. A majority of your user base is engaging with the target product.";
}
// Display Results
resultValueDisplay.innerHTML = formattedRate + "%";
resultExplanationDisplay.innerHTML = "Out of " + total + " potential users, " + adopters + " have adopted. " + analysisText;
resultContainer.style.display = "block";
}
How to Calculate Adoption Rate
Understanding how rapidly customers accept a new product, service, or feature is crucial for business growth. The adoption rate metric provides a clear percentage indicating the success of a launch or the stickiness of a specific feature within your application.
What is Adoption Rate?
Adoption rate is a percentage that represents the number of new users of a product or feature relative to the total number of potential users (or the total addressable market) over a specific period. It is a key performance indicator (KPI) for SaaS companies, mobile apps, and marketing teams.
The Adoption Rate Formula
The calculation is straightforward. You divide the number of successful conversions (adopters) by the total number of opportunities (target users) and multiply by 100.
Adoption Rate = (Number of New Users / Total Target Users) × 100
Input Definitions
Number of Adopters: This represents the count of users who have performed the desired key action (e.g., signed up, used a specific feature, or subscribed) within the time period you are analyzing.
Total Target Audience: This is the total pool of users who could have adopted the product. For a feature launch, this might be your total active user count. For a new product, this might be website visitors or total signups.
Real-World Example
Imagine you have launched a new "Dark Mode" feature in your app.
Your app has 5,000 total monthly active users (The Total Target Audience).
In the first month, analytics show that 1,250 distinct users activated Dark Mode (The Adopters).
Calculation: (1,250 / 5,000) × 100 = 25%
This means your feature adoption rate is 25%.
Why Adoption Rate Matters
Tracking this metric allows product managers and marketers to:
Validate Product-Market Fit: High adoption rates suggest your solution solves a real problem.
Identify Friction Points: A low rate often indicates poor UX, lack of visibility, or complex onboarding.
Measure ROI: It helps determine if the resources spent developing a feature are generating usage value.
Adoption Rate vs. Usage Rate
While often used interchangeably, there is a nuance. Adoption typically refers to the first-time use or acceptance of a product. Usage refers to the frequency or depth of interaction after adoption. High adoption with low usage suggests a successful marketing launch but a product that fails to retain interest.
Tips to Improve Adoption
In-App Guidance: Use tooltips or walkthroughs to show users new features.
Email Campaigns: Notify existing users about updates.
Reduce Friction: Minimize the number of clicks required to access the new value.