![]() ![]() Prepare to share this data at least on a monthly basis with stakeholders. This data is a common request for any investor, employee, or general company stakeholder to know if the business is growing, flat, or declining. Tracking active users is very high level, and so should be used to understand high level trends and inform whether more analysis is needed. Be careful to not use a cumulative measure as this can mask when Active Users are declining. Line charts can be used to show the number of active users over time.It is also typically helpful to include an indicator showing how much the metric has changed from the previous time period to provide more context. Single Value charts can be used to show a current snapshot of Active User counts.You can create different charts to display active users over given periods. With the right data analysis tools, visualizing active users is easy. This lack of deep investment can end up pushing users away. While this may suit your business goals, this perspective can quickly become unaligned with the users and push you to make decisions that are only focused on addictive, short-term loops and not on valuable, long-term relationships. If you know that certain activities users perform tend to bring them back to the website or app, you can use that action to define active users. In so doing, you can create a better definition for your active users, and use that to create a more valuable app. When you analyze your application, you need to identify the core features your users should come back for. While Twitter’s success can be measured by the number of new accounts created or number of logins, Twitter really thrives thanks to continuous users who make posts, comment, and share. On Twitter, you will post comments and tweets, retweet your favorites, and follow trends in your region. For example, on Instagram, you are likely to be sharing pictures, using filters, adding tags and locations, and searching for other users. Pay attention to how your feature usage varies between apps. Users stick to applications because they have irresistible features. ![]() Put yourself in your customers’ shoes by analyzing the features you enjoy from other, similar applications. To determine what signals indicate user value, here are two strategies: Be the user The point behind tracking active users is to make sure that the product or application is providing users continuing value. There are many different ways to define an active user, but the goal is always the same. The most important decision in calculating active users is defining the criteria. While it might be of interest to know whether certain users are highly active, making this kind of miscount will make your calculations of active users incorrect. User 1: is an active user (but should only be counted once)ĭouble-counting people is a common mistake if they take multiple actions.User 1: Opens the app again and presses another button.User 3: Opened the app, scrolled, swiped, and pressed a button.User 2: Opened the app and took no action.User 1: pressed a button then closed the app.The following events are recorded for a particular day:.Criteria: user performs at least one action in the app (e.g.Collect data, and sum the number of unique users who meet your active user criteria for each period of time.Determine the period of time you are interested in examining (e.g.Determine the criteria for an active user.We will walk through a simple example first and then delve into strategies for defining activity in the next section. The steps to compute active users can be deceptively simple, but can become complicated depending on how activity is defined. Monthly Active Users (MAU): The number of unique users that engage with your product within a 30-day window.Weekly Active Users (WAU): The number of unique users that interact with your product within a 7-day window.Daily Active Users (DAU): The number of unique users that interact with your product within a 24-hour window.Common time periods and their abbreviations include: All users who perform the activity criteria are counted over a set amount of time. For a website or application, activity could be defined as simply opening the site or app, require taking a specific action, or involves performing a certain number of actions. The criteria used to define a user as active will depend on the company and the product. Active user counts are a high level product metric to measure growth, churn, and product stickiness. The active users metric counts the number of unique users who engage with a web site or application within a particular period of time.
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