Active Users
01 Definition
Active Users meaning: Active users counts distinct people who engaged with your site or app in a period.
Active users is the primary users metric in Google Analytics 4, counting people who had an engaged session or triggered qualifying activity. It is often reported over rolling windows such as daily, weekly, and monthly active users. It reflects engaged reach rather than every device that loaded a page.
Also called
Why it matters
How Active Users fits the work
Active users focuses measurement on people who actually engage, giving a cleaner picture of a real audience than counts of every recorded visit.
In context
The app reported 3,000 daily active users and 18,000 monthly active users, showing that many people engaged over the wider window.
Practical note
Daily, weekly, and monthly active user windows are not additive, so do not sum them; compare each window to its own past values instead.