Feature Adoption Rate
Percentage of customers using a specific product feature, used to measure rollout success
What is Feature Adoption Rate?
Feature adoption rate is the percentage of active customers who use a particular feature. It shows how well a feature is being taken up.
It helps product and customer teams see which features matter, which are ignored and where customers may need help.
How this KPI is measured
- Function
- Customer Success & Service
- Sub-function
- Product Engagement
- Industry
- Software / Technology (SaaS)
- Type
- Leading
- Impact
- Operational
- Unit
- %
- Measurement frequency
- Monthly
- Formula
- (Customers using feature / Total active customers) × 100
How to calculate it
Divide customers using the feature by total active customers, and multiply by 100.
For example, if 240 of 800 active customers used a reporting feature this month, adoption is 30%.
Define use clearly, such as using it at least once in the last 30 days, and calculate for each feature separately.
Where it is used
Judging feature success
See if launches are used.
Guiding roadmap
Invest in what customers use.
Targeting customer education
Help customers use valuable features.
How to improve it
Tips and common mistakes
- Low adoption may mean a poor feature or poor discovery. Find out which.
- Compare with customers who stay longest.
- Track adoption by customer segment.
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