• Data Source: Google Analytics 4 (GA4)
  • Type: Number
  • The term “Active Users” refers to the count of unique users who have interacted with your site or app within a specific date range. Interaction is determined by user actions that signal engagement, such as the ‘first visit’ event on a website, or ‘first open’ and ‘user engagement’ events in mobile apps.


Active users are calculated based on engaged sessions or the collection of specific events and parameters by Analytics, including:

  • For Websites: The first_visit event or engagement_time_msec parameter.
  • For Android Apps: The first_open event or engagement_time_msec parameter.
  • For iOS Apps: The first_open or user_engagement event.


Active Users metric quantifies the number of distinct individuals who engage with your website or application within a given timeframe. This engagement can be measured through various interactions, such as page views, events, and sessions that meet certain engagement criteria defined by Google Analytics. This metric helps in understanding the reach and engagement level of your digital platform.


  • Positive Indicator: An increasing number of active users suggests that your site or app is attracting more visitors or retaining existing ones effectively, indicating healthy engagement and potentially higher user satisfaction.
  • Negative Indicator: A declining trend in active users may highlight issues with user retention, engagement, or attraction strategies, signaling a need for content, functionality, or marketing strategy reassessment.

Use Cases

  1. Engagement Tracking: Monitor the engagement levels of your site or app by analyzing changes in active user counts over time. This can help in assessing the impact of content updates, feature releases, or marketing campaigns.
  2. User Retention Analysis: Evaluate the effectiveness of your retention strategies by observing the frequency and consistency of active users returning to your site or app.
  3. Content and Feature Optimization: Use active user data to identify which content or app features are driving engagement, guiding you in optimizing these elements to further increase active user numbers.
  4. Marketing Strategy Adjustment: Analyze active user trends in relation to marketing efforts to understand which campaigns or channels are most effective in attracting and engaging users.
  5. Audience Understanding: Gain insights into your audience by breaking down active users by demographic segments, geographic locations, or device types, helping tailor your content and marketing strategies to better meet user needs.

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