Active Users

Posted on April 05/04/18

Active users churn. And when they do we’re shocked and confused. How can this happen? Your users were very active, logging-in several times in the last month.

I think it’s fair to say that if Active users churn, then “active” – as a user “state” – clearly doesn’t equate to success.

In this article, we will explore what exactly are these active users, why should I measure this and how important it is for business.

Defintion Of Active User

An active user is a person who uses your app for a given period of time. During this period each user is counted uniquely to provide an app developer with an accurate figure of how many people use an app, whether it be daily, weekly, or monthly.

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Though the above measurements highly differ from business to business, it’s always good to maintain a healthy number of DAUs.

Why These Numbers Are Important?

From an app marketer, developers perspective, active users are important because they show that people are interacting with your apps. An app needs active users to survive, so a healthy count of active users is a good sign of success.

As that being said so, an accurate user count provides app marketers significant additional benefits. By measuring the number of active users in-app over a period of time can help assess the effectiveness of marketing campaigns. A sudden increase in active user counts caused by a push notification on one day, or a weekly offer can be analyzed against like-for-like campaigns, which can be also be used to validate performance.

Knowing active user numbers is also essential in calculating key metrics. Figures like retention rate rely on finding out whether users remain active over a period of time, and metrics like lifetime value (or LTV) can’t be calculated without retention. Therefore, active users feed into discovering an app’s LTV.

Active Users In Walinns

By themselves, active user counts are pointless indicators of an app’s health. Knowing daily, weekly and monthly active user count both on a particular day and over the course of time will give you an indicator of app performance. To make the most of these figures, marketers, and advertisers must attribute individual active users with other information. Such as demographic data, session counts, user behavior and other metrics need to be mixed to determine whether those users are truly delivering value.

About the Author


Pranoti is based out in India, she loves blogging, socializing and a vivid traveller

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