Sign Up Rate
Also known as: Registration Rate, Account Creation Rate, Signup Conversion Rate
Sign Up Rate measures the percentage of eligible visitors or sessions that create an account. It indicates how effectively acquisition, onboarding, and value messaging convert anonymous users into known users.
Business Use Case
A product team compares sign-up rate across onboarding variants to identify which messaging and form design produces the most new accounts.
Business Criticality
High
Journey / Navigation Area
Digital Analytics
Scope
User
Formula
(Sign Ups / Eligible Visitors or Sessions) × 100Calculation Notes
1️⃣ Count only completed registrations. 2️⃣ Deduplicate multiple sign_up events per user. 3️⃣ Focus on the reporting period for deduplication. 4️⃣ Exclude existing logged-in users. 5️⃣ Ensure KPI targets new account creation only.
Technical Details
Events
| Platform | Event |
|---|---|
| Google Analytics 4 | sign_up |
| Adobe | sign_up |
Data Mappings
W3 Data Layer
{
"digitalData": {
"event": [
{
"eventInfo": {
"eventName": "sign_up",
"method": "email"
}
}
],
"user": [
{
"profile": [
{
"profileInfo": {
"profileID": "anonymous_or_customer_id"
}
}
]
}
]
}
}GA4 Data Layer
{
"event": "sign_up",
"method": "email"
}Adobe Client Data Layer
{
"event": "user.sign_up",
"user": {
"registration": {
"method": "email",
"status": "completed"
}
}
}XDM Mapping
{
"eventType": "userAccount.signUp",
"_experience.analytics.customDimensions.eVars.signUpMethod": "method",
"identityMap.ECID": "visitor_id",
"identityMap.CRMID": "customer_id"
}SQL Queries
Google Analytics 4 (BigQuery)
WITH visitors AS (SELECT COUNT(DISTINCT user_pseudo_id) AS users FROM `project.dataset.events_*`), signups AS (SELECT COUNT(DISTINCT user_pseudo_id) AS signup_users FROM `project.dataset.events_*`, UNNEST(event_params) AS params WHERE event_name = 'sign_up' AND params.key = 'event_name' AND params.value.string_value = 'sign_up') SELECT SAFE_DIVIDE(signup_users, users) * 100 AS sign_up_rate FROM visitors, signups;Adobe Experience Platform (AEP Query Service)
WITH visitors AS (SELECT COUNT(DISTINCT identityMap.ECID[0].id) AS users FROM dataset.events WHERE eventType = 'view'), signups AS (SELECT COUNT(DISTINCT identityMap.ECID[0].id) AS signup_users FROM dataset.events WHERE eventType = 'commerce.purchases') SELECT (signup_users::FLOAT / NULLIF(users, 0)) * 100 AS sign_up_rate FROM visitors, signups;Source Data
Digital Analytics, Identity Platform, CRM
Dependencies
Prerequisite: List the dependencies required for this KPI
Events:
Dimensions:
Report Attributes
Dimensions: method, landing page, channel, device, country, user type. Metrics: sign ups, visitors, sessions.
Recommended Reporting Views
Segment Eligibility
true
Governance
Governance
GitHub
catalog/kpis/sign-up-rate.yml