What is feature adoption rate?

Definition

Feature adoption rate is the share of eligible active accounts (or users) that use a feature in a period. The two words that keep it honest are eligible — accounts whose plan can't access the feature don't belong in the denominator — and active, so churned accounts don't quietly drag the rate down.

What data do you need?

• Daily usage rollups per feature per account
• An active-account dimension with plan and entitlement fields
• Feature launch dates for cohort framing
• A qualifying-usage definition (which events count)
• Internal and test account exclusion flags

SQL pattern

WITH eligible_accounts AS (
  -- One eligible population, used on BOTH sides of the ratio.
  -- Add plan/entitlement filters here if the feature ships on some plans only.
  SELECT id AS account_id
  FROM accounts
  WHERE is_active
    AND NOT is_internal
), adoption AS (
  SELECT
    r.feature_name,
    COUNT(DISTINCT r.account_id) AS adopting_accounts
  FROM product_usage_rollups r
  JOIN eligible_accounts e ON e.account_id = r.account_id
  WHERE r.usage_date >= CURRENT_DATE - INTERVAL '28 days'
  GROUP BY r.feature_name
)
SELECT
  a.feature_name,
  a.adopting_accounts,
  (SELECT COUNT(*) FROM eligible_accounts) AS eligible_accounts,
  ROUND(
    100.0 * a.adopting_accounts
    / NULLIF((SELECT COUNT(*) FROM eligible_accounts), 0), 1
  ) AS adoption_pct
FROM adoption a
ORDER BY adoption_pct DESC;

Common pitfalls

Where does this metric apply?

This metric commonly uses data from Pendo, Contentsquare (Heap), Fullstory, PostHog, Amplitude, Mixpanel, plus any warehouse models that provide the same grain.

Related

Dashboards

Integrations

Metrics

Analytics

FAQ