Percent of signups
Percent of signups is the share of a signup cohort that performed a particular behavior. If 1,000 people signed up and 80 of them sent an invoice, that behavior's percent of signups is 8%.
Definition
The share of the signup cohort that performed a given candidate behavior — the reach indicator that sits alongside multiplier and percent of converters in multiplier analysis output.
Cohort share of a behavior
Count the users in the signup cohort who performed the candidate behavior, divide by the total signup cohort size. The baseline row in the multiplier output spreadsheet is 100% by definition — the full cohort, no behavior filter. Every other row sits below that, showing what slice of the cohort each candidate behavior actually reaches.
Derivable from the other two reads
Percent of signups derives from the other two reads: percent of converters divided by multiplier. A behavior with a 4x multiplier and 72% percent of converters must have 18% percent of signups; the number carries no information beyond what the other two already specify.
The reads doing the analytical work are multiplier (per-user strength of signal) and percent of converters (aggregate share of conversions covered). Percent of signups is what those two together imply about how broadly the behavior shows up in the cohort.
Reach as a strategic signal
Even without independent analytical signal, reach shapes how findings get acted on. A behavior with a 6x multiplier reaching 3% of the cohort prompts different responses than a behavior with the same 6x multiplier reaching 30%, even though both are equally strong per user. The multiplier-percent quadrant is the canonical operational form of that distinction — quadrant placement depends on whether reach is high or low.
Pre-computing the number on every row removes the mental math of dividing percent of converters by multiplier each time. Reach is a question that comes up constantly when reading the spreadsheet; the row is more useful with the number already there.
Example
A B2B SaaS offering runs multiplier analysis on its signup cohort against first paid conversion. One candidate behavior, "connected a Slack integration in first session," shows a 4.0x multiplier and 72% percent of converters. The percent of signups row reads 18% — 18% of the cohort connected Slack in their first session, and those users account for 72% of conversions.
A second candidate, "viewed pricing page twice," shows a 1.4x multiplier with 65% percent of converters. Percent of signups: 46%. Nearly half the cohort views pricing twice, but the behavior weakly distinguishes — most non-converters do it too.
The two reach numbers (18% versus 46%) situate the behaviors at a glance. Slack integration is a stronger signal reaching a narrower slice; the pricing-page revisit is widespread but not particularly diagnostic.