Analytics & Tracking

Active Users

Quick Definition

Active users are those who have at least one engaged session in a given timeframe.

In context

GA4 reports daily active users (DAU), weekly active users (WAU), and monthly active users (MAU). The ratio (DAU/MAU) indicates engagement intensity for content and app properties.

Have a question this didn't answer?

Book a free 60-minute strategy call. We'll explain how this concept applies to your specific situation.

Book a Free Call Browse 50+ Detailed Answers

Related terms

Conversion Rate

Conversion rate is the percentage of sessions or users who complete a defined conversion action.

Custom Event

A custom event is a user interaction tracked beyond GA4's automatic events, defined for your specific business needs.

Custom Event (GA4)

A custom event in GA4 is an event you define and trigger via gtag(), GTM, or the Measurement Protocol — beyond GA4's default events (page_view, scroll, click, etc.).

Call Tracking

Call tracking platforms display unique phone numbers to different traffic sources, attributing inbound calls to the right marketing channel.

Google Search Console (GSC)

Google Search Console is the free Google tool that shows how your site performs in search — queries, impressions, clicks, indexing status, and technical issues.

Dynamic Number Insertion (DNI)

DNI is a call tracking technique where unique phone numbers are dynamically swapped into webpages based on the visitor's traffic source.

Back to all terms