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.

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Related terms

Engagement Rate

Engagement rate is the percentage of sessions that are engaged (10+ seconds, conversion, or 2+ pageviews) in GA4.

Enhanced Measurement

GA4's Enhanced Measurement automatically tracks common events: scrolls, outbound clicks, site search, video engagement, file downloads, and form interactions — without code changes.

Attribution

Attribution is the methodology used to assign credit for a conversion across the various marketing touchpoints in a customer journey.

Audience Segment (GA4)

An audience segment in GA4 is a defined group of users meeting specified conditions — used to filter reports, build retargeting audiences in Google Ads, and analyse cohort behaviour.

Multi-Touch Attribution

Multi-touch attribution distributes conversion credit across all the marketing touchpoints in a customer journey, not just the last one.

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.).

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