Community Growth Rate¶

Definition¶

Community Growth Rate measures the percentage increase in members of your brand’s community over time. It helps track momentum, awareness, and the success of community-led strategies.

Description¶

Community Growth Rate tracks the velocity of growth within your user or advocate community, offering a real-time signal of brand affinity, grassroots traction, and ecosystem momentum. It’s not just about headcount — it reflects how magnetic your brand feels to those who engage most deeply.

The relevance and interpretation of this metric shift depending on the model or product:

In PLG businesses, it signals organic interest and onboarding via peer learning
In category creation plays, it reflects your authority and thought leadership footprint
In advocate-led GTM, it supports expansion through shared experience and community value

An upward trend confirms your community programming and brand strategy are resonating. A flat or declining rate may reflect content fatigue or value gaps. Segment by channel (Slack, Discord, forum), region, or member role to prioritize growth tactics and activate high-potential contributors.

Community Growth Rate informs:

Strategic decisions, like investing in community-led GTM or ambassador programs
Tactical actions, such as highlighting advocates or launching onboarding content
Operational improvements, including tooling upgrades or contributor incentives
Cross-functional alignment, by linking community, marketing, and product teams on peer-driven growth loops

Key Drivers¶

These are the main factors that directly impact the metric. Understanding these lets you know what levers you can pull to improve the outcome

Value Perceived by Members: People join (and stay in) communities where they get answers, insight, or networking. Noise = drop-off.
Promotion Across Customer Touchpoints: Communities grow faster when they’re promoted in-product, via onboarding, and through email. Hiding them = slow growth.
Activation of New Members: Invites ≠ engagement. Without welcoming flows or prompts, new members won’t participate or invite others.

Improvement Tactics & Quick Wins¶

Actionable ideas to optimize this KPI, from fast, low-effort wins to strategic initiatives that drive measurable impact.

If community growth is stalling, add CTAs in onboarding emails, success modals, and help docs promoting the community.
Add “starter threads” for new members with clear prompts (e.g., “Introduce yourself!”) and tag key members to welcome them.
Run a test promoting the community in your highest-traffic product screens or lifecycle emails.
Refine your join funnel with clearer value props (“Ask experts, get insider content, connect with power users”).
Partner with CX or customer marketing to spotlight community wins (e.g., job offers, feature tips) that inspire sharing.

Required Datapoints to calculate the metric
- Community Member Count (Start of Period)
- Community Member Count (End of Period)
- Time Period (monthly, quarterly, etc.)
- Platform/Channel Tags (optional by Slack, forum, etc.)
Example to show how the metric is derived

Q1 Growth:
- Jan 1 = 1,200 members
- Mar 31 = 1,800 members
- Formula = (1,800 – 1,200) ÷ 1,200 = 50%

Formula¶

Formula

\[ \mathrm{Community\ Growth\ Rate} = \left( \frac{\mathrm{Ending\ Members} - \mathrm{Starting\ Members}}{\mathrm{Starting\ Members}} \right) \times 100 \]

Data Model Definition¶

How this KPI is structured in Cube.js, including its key measures, dimensions, and calculation logic for consistent reporting.

CommunityGrowth

cube('CommunityGrowth', {
  sql: `SELECT * FROM community_growth`,

  measures: {
    growthRate: {
      sql: `((community_member_count_end - community_member_count_start) / community_member_count_start) * 100`,
      type: 'number',
      title: 'Community Growth Rate',
      description: 'Percentage increase in community members over a specified time period.'
    }
  },

  dimensions: {
    id: {
      sql: `id`,
      type: 'number',
      primaryKey: true
    },

    timePeriod: {
      sql: `time_period`,
      type: 'time',
      title: 'Time Period',
      description: 'The time period over which the growth is measured (e.g., monthly, quarterly).'
    },

    platformChannel: {
      sql: `platform_channel`,
      type: 'string',
      title: 'Platform/Channel',
      description: 'The platform or channel where the community is hosted (e.g., Slack, forum).'
    }
  }
});

Note: This is a reference implementation and should be used as a starting point. You’ll need to adapt it to match your own data model and schema

Positive & Negative Influences¶

Negative influences

Factors that drive the metric in an undesirable direction, often signaling risk or decline.
- Noise in Community: Excessive noise or irrelevant content leads to member drop-off, hindering growth.
- Lack of Promotion: Insufficient promotion results in low visibility, slowing community growth.
- Poor Onboarding Experience: A poor onboarding experience discourages new members from engaging, reducing growth.
- Inactivity of Members: High levels of inactivity among members can lead to stagnation or decline in growth.
- Negative Community Reputation: A negative reputation can deter potential members, negatively impacting growth.
Positive influences

Factors that push the metric in a favorable direction, supporting growth or improvement.
- Value Perceived by Members: Higher perceived value leads to increased member retention and attraction, boosting community growth.
- Promotion Across Customer Touchpoints: Effective promotion across various touchpoints increases visibility and awareness, accelerating community growth.
- Activation of New Members: Engaging new members through welcoming flows and prompts encourages participation and growth.
- Content Quality: High-quality, relevant content attracts and retains members, contributing to growth.
- Community Events: Hosting events fosters engagement and attracts new members, enhancing growth.

Involved Roles & Activities¶

Involved Roles

These roles are typically responsible for implementing or monitoring this KPI:

Customer Engagement
Customer Success
Product Marketing (PMM)
Activities

Common initiatives or actions associated with this KPI:

Community-Led Growth
Brand Building
Referral Loops
Engagement Programs

Funnel Stage & Type¶

AAARRR Funnel Stage

This KPI is associated with the following stages in the AAARRR (Pirate Metrics) funnel:

Retention
Referral
Type

This KPI is classified as a Lagging Indicator. It reflects the results of past actions or behaviors and is used to validate performance or assess the impact of previous strategies.

Supporting Leading & Lagging Metrics¶

Leading

These leading indicators influence this KPI and act as early signals that forecast future changes in this KPI.
- Monthly Active Users: Monthly Active Users (MAU) serves as a forward-looking signal for Community Growth Rate, as an increase in active user engagement typically precedes and drives growth in overall community membership. Sustained growth in MAU indicates rising momentum and a healthier, expanding community.
- Product Qualified Leads: Product Qualified Leads (PQLs) are a predictive indicator of future Community Growth Rate increases, as users who demonstrate deep engagement and readiness are more likely to become active, long-term community members, fueling membership growth.
- Unique Visitors: Unique Visitors reflects the influx of new potential community members, acting as an early funnel metric. Growth in unique visitors is often an early signal that more users are being exposed to the community, potentially translating into higher Community Growth Rate later on.
- Stickiness Ratio: Stickiness Ratio (DAU/MAU) indicates how habit-forming and engaging the community is. A higher stickiness ratio suggests that existing members are finding value and returning frequently, which not only boosts retention but also creates advocacy effects that can accelerate Community Growth Rate.
- Activation Rate: Activation Rate measures the percentage of users who reach a meaningful engagement milestone after joining. Higher activation rates are a leading indicator that new members are successfully integrating, which correlates with subsequent growth in overall community membership.
Lagging

These lagging indicators confirm, quantify, or amplify this KPI and help explain the broader business impact on this KPI after the fact.
- Branded Search Volume: Branded Search Volume quantifies how often users search for the community or brand, reflecting external awareness and demand. Upticks in branded search are often followed by increases in Community Growth Rate, and tracking this metric helps explain the drivers of recent growth.
- Social Shares: Social Shares measure how often content is shared across social platforms, amplifying reach and awareness. High sharing behavior typically precedes or accompanies surges in Community Growth Rate by exposing new potential members to the community.
- Referral Invitation Rate: Referral Invitation Rate tracks word-of-mouth and advocacy-driven acquisition. An increased rate indicates robust member advocacy, which often results in a direct lift to Community Growth Rate as more invitations yield new joiners.
- Newsletter Subscription Growth: Newsletter Subscription Growth reflects heightened interest and deeper engagement from both existing and potential community members. Growth in newsletter subscribers often correlates with or amplifies Community Growth Rate, as these subscribers are more likely to join or re-engage with the community.
- Brand Recall Score in ICP Surveys: Brand Recall Score in ICP Surveys quantifies the extent to which target customers remember the community or brand. High recall scores typically reinforce and explain recent increases in Community Growth Rate, as higher awareness within the ideal customer profile drives new member acquisition.