Sign Up Conversion Rate
Also known as: Registration Conversion Rate, Account Creation Rate, Registration Completion Rate, User Sign Up Rate
Sign Up Conversion Rate is the percentage of users who start the account registration form and go on to complete it, creating a customer account. It isolates the efficiency of the sign-up flow itself, showing how much form friction, field count, verification steps and social-login options cost the store in registered customers.
Business Use Case
1️⃣ The Product team reviews the rate weekly by device type and sign-up method and, when mobile falls behind desktop, prioritises A/B tests that remove optional fields or add social login. 2️⃣ The Marketing team compares the rate by traffic source after a campaign launch and reallocates spend away from channels whose visitors start but abandon registration. 3️⃣ The Customer Service team is alerted when the daily rate drops sharply after a release and escalates verification-email or form-validation defects to engineering the same day.
Business Criticality
High
Journey / Navigation Area
Authentication
Owning Function
Product
Scope
User
Formula
(Unique Users Who Completed sign_up / Unique Users Who Started the Registration Form) × 100Calculation Notes
1️⃣ Denominator is every unique user who fired form_start with form_type = registration in the period, including those who abandoned; numerator is the subset of those users who also fired sign_up. 2️⃣ Count each user once per reporting window: repeated form starts or duplicate sign_up hits (page refresh, double submit) do not inflate either side. 3️⃣ Guest checkout and newsletter-only subscriptions are excluded; only full account creation (including social login via the method parameter) counts as sign_up. 4️⃣ Sign-ups that start in one session and complete in another within the same window are credited to the window of completion; use a 30-minute session timeout when reporting at Session level. 5️⃣ Filter internal, QA and bot traffic, and exclude accounts later rejected by email verification or fraud checks when reconciling to the customer database. 6️⃣ This is the funnel-completion rate of the registration form; the share of all site visitors who sign up is tracked separately as Sign Up Rate.
Technical Details
Events
| Platform | Event |
|---|---|
| Google Analytics 4 | sign_up |
| Adobe | sign_up |
Data Mappings
W3 Data Layer
{
"page": {
"pageInfo": {
"pageName": "account:register",
"siteSection": "account"
}
},
"event": [
{
"eventInfo": {
"eventName": "sign_up",
"eventAction": "registration_complete"
},
"attributes": {
"method": "email",
"formType": "registration"
}
}
],
"user": [
{
"profile": [
{
"profileInfo": {
"loginStatus": "logged_in",
"accountType": "new"
}
}
]
}
]
}GA4 Data Layer
{
"event": "sign_up",
"method": "email",
"form_type": "registration",
"form_id": "account_register"
}Adobe Client Data Layer
{
"event": "sign_up",
"eventInfo": {
"method": "email"
},
"form": {
"formType": "registration",
"formId": "account_register"
},
"user": {
"loginStatus": "logged_in",
"accountType": "new"
}
}XDM Mapping
{
"eventType": "userAccount.createProfile",
"web": {
"webInteraction": {
"name": "sign_up",
"type": "other",
"linkClicks": {
"value": 1
}
}
},
"_tenant": {
"form": {
"formType": "registration",
"formId": "account_register"
},
"signUp": {
"method": "email"
}
}
}SQL Queries
Google Analytics 4 (BigQuery)
-- ==========================================
-- 1. GOOGLE BIGQUERY SQL
-- ==========================================
-- Sign Up Conversion Rate: users who completed sign_up / all users who started the registration form, per day.
WITH events AS (
SELECT
PARSE_DATE('%Y%m%d', event_date) AS event_day,
user_pseudo_id,
event_name,
MAX(IF(ep.key = 'form_type', ep.value.string_value, NULL)) AS form_type
FROM `your-project.analytics_123456789.events_*`
LEFT JOIN UNNEST(event_params) AS ep
WHERE _TABLE_SUFFIX BETWEEN FORMAT_DATE('%Y%m%d', DATE_SUB(CURRENT_DATE(), INTERVAL 30 DAY))
AND FORMAT_DATE('%Y%m%d', DATE_SUB(CURRENT_DATE(), INTERVAL 1 DAY))
AND event_name IN ('form_start', 'sign_up')
GROUP BY event_day, user_pseudo_id, event_name, event_timestamp
),
user_day AS (
SELECT
event_day,
user_pseudo_id,
MAX(IF(event_name = 'form_start' AND form_type = 'registration', 1, 0)) AS started_sign_up,
MAX(IF(event_name = 'sign_up', 1, 0)) AS completed_sign_up
FROM events
GROUP BY event_day, user_pseudo_id
)
SELECT
event_day,
COUNTIF(started_sign_up = 1) AS users_started_sign_up,
COUNTIF(started_sign_up = 1 AND completed_sign_up = 1) AS users_completed_sign_up,
ROUND(SAFE_DIVIDE(COUNTIF(started_sign_up = 1 AND completed_sign_up = 1), COUNTIF(started_sign_up = 1)) * 100, 2) AS sign_up_conversion_rate_pct
FROM user_day
GROUP BY event_day
ORDER BY event_day;Adobe Experience Platform (AEP Query Service)
-- ==========================================
-- 2. ADOBE AEP QUERY SERVICE SQL
-- ==========================================
-- Sign Up Conversion Rate: identities that completed sign_up / all identities that started the registration form, per day.
WITH user_day AS (
SELECT
DATE(timestamp) AS event_day,
identityMap['ECID'][0].id AS ecid,
MAX(CASE WHEN web.webInteraction.name = 'form_start'
AND _tenant.form.formType = 'registration' THEN 1 ELSE 0 END) AS started_sign_up,
MAX(CASE WHEN web.webInteraction.name = 'sign_up' THEN 1 ELSE 0 END) AS completed_sign_up
FROM web_experience_events
WHERE timestamp >= DATE_SUB(CURRENT_DATE, 30)
AND timestamp < CURRENT_DATE
AND web.webInteraction.name IN ('form_start', 'sign_up')
GROUP BY DATE(timestamp), identityMap['ECID'][0].id
)
SELECT
event_day,
SUM(started_sign_up) AS users_started_sign_up,
SUM(CASE WHEN started_sign_up = 1 AND completed_sign_up = 1 THEN 1 ELSE 0 END) AS users_completed_sign_up,
ROUND(100.0 * SUM(CASE WHEN started_sign_up = 1 AND completed_sign_up = 1 THEN 1 ELSE 0 END)
/ NULLIF(SUM(started_sign_up), 0), 2) AS sign_up_conversion_rate_pct
FROM user_day
GROUP BY event_day
ORDER BY event_day;Source Data
Digital Analytics (GA4)
Dependencies
Prerequisite: List the dependencies required for this KPI
Events:
Metrics:
Dimensions:
Report Attributes
Date Device Category Traffic Source / Medium Sign Up Method Landing Page Country
Recommended Reporting Views
Segment Eligibility
true
Governance
Governance
GitHub
catalog/kpis/sign-up-conversion-rate.yml