Active User

An active user is someone who engages with an app or service within a specified time frame.

Why it matters

Indicates user engagement and app health.
Helps in tracking growth and retention trends.

How to measure

Track logins or app interactions.
Commonly measured daily (DAU) or monthly (MAU).

Details

Active users are a key metric for mobile engineers and growth teams to understand user engagement. They are typically categorized into Daily Active Users (DAU) and Monthly Active Users (MAU). DAU measures the number of unique users who engage with the app on a daily basis, while MAU tracks monthly engagement. These metrics help teams assess the app's stickiness and user retention over time.

In a mobile context, tracking active users involves monitoring user interactions such as app launches, feature usage, and other engagement activities. This data is crucial for optimizing user experience and identifying areas for improvement.

Examples & formulas

A common formula to assess user engagement is Stickiness, calculated as:

Stickiness = DAU / MAU

Common mistakes

Confusing DAU with MAU; ensure clarity in reporting.
Ignoring inactive users; analyze why users become dormant.