Understanding Active Users Report in Google Analytics

Google Analytics uses a metric called active users which refers to real time users, when used in the context of real time reports.

Real time users are the people who are on your website right now:

real-time-users

When the active users metric is used in the context of the ‘Active users’ report in Google Analytics, it refers to the number of users who visited your website within the last 1 to 30 days in the selected time period.

The ‘active users’ report can be found under the ‘Audience’ menu:

Through ‘Active users’ report you can determine the number of users who visited your website in the last 1, 7, 14 or 30 days in the selected time period.

Users who visited your website in the last 1 day, in the selected time period are known as 1 day active users.

Users who visited your website in the last 7 days, in the selected time period are known as 7 day active users.

Users who visited your website in the last 14 day, in the selected time period are known as 14 day active users.

Similarly, Users who visited your website in the last 30 days, in the selected time period are known as 30 days active users.

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Note(1): The name active users is a bit misleading in the context of the active users report, as here active users do not mean real time users.

Note(2): Both users and active users are the same thing in the context of the active users report.

You can also apply advanced segment to this report:advanced segment

How to use the active users report

The active users report is useful in understanding the performance of a promotional campaign while it is still running. To use this report, compare 1 day active users with 7, 14 or 30 days active users:

compare active users

Follow the steps below:

Step 1: Plot 7, 14 or 30 days active users on the active users report. To plot a metric, simply select it.

Note: The 1 day active users metric is plotted by default.

Step 2: Compare the 1 day active user trend with 7, 14 or 30 days active users trend. If you see that 7, 14 or 30 days users are lot less than 1 day active users then that means either:

  1. You are not getting qualified traffic on the website, or
  2. Your website, mobile app or offering is not doing a good job of engaging the qualified traffic. So the traffic is not sticking around.

This is the kind of insight you can get from the active users report.

Other article you will find useful:

Guide to Cross device tracking with User Id in Google Analytics

Using Enhanced E-Commerce segments for Remarketing in Google Analytics

 

What is the difference between Digital Analytics and Google Analytics?


99.99% of course creators themselves don’t know the difference between Digital analytics, Google Analytics (GA) and Google Tag Manager (GTM).

So they are teaching GA and GTM in the name of teaching Digital analytics.

They just copy each other. Monkey see, monkey do.

But Digital analytics is not about GA, GTM.

It is about analyzing and interpreting data, setting up goals, strategies and KPIs.

It’s about creating strategic roadmap for your business.


Digital Analytics is the core skill. Google Analytics is just a tool used to implement ‘Digital Analytics’.

You can also implement ‘Digital analytics’ via other tools like ‘adobe analytics’, ‘kissmetrics’ etc.

Using Google Analytics without the good understanding of ‘Digital analytics’ is like driving around in a car, in a big city without understanding the traffic rules and road signs.

You are either likely to end up somewhere other than your destination or you get involved in an accident.


You learn data analysis and interpretation from Digital analytics and not from Google Analytics.

The direction in which your analysis will move, will determine the direction in which your marketing campaigns and eventually your company will move to get the highest possible return on investment.

You get that direction from ‘Digital analytics’ and not from ‘Google Analytics’.


You learn to set up KPIs, strategies and measurement framework for your business from ‘Digital analytics’ and not from ‘Google Analytics’.

So if you are taking a course only on 'Digital Analytics’, you are learning to use one of the tools of ‘Digital analytics’. You are not learning the ‘Digital analytics’ itself.

Since any person can learn to use Google Analytics in couple of weeks, you do no get any competitive advantage in the marketplace just by knowing GA.

You need to know lot more than GA in order to work in digital analytics and marketing field.


So what I have done, if you are interested, is I have put together a completely free training that will teach you exactly how I have been able to leverage digital analytics to generate floods of news sales and customers and how you can literally copy what I have done to get similar results.

You can sign up for the free training here: https://learn.optimizesmart.com/registration-web-class

I truly hope you find it helpful.  

My best selling books on Digital Analytics and Conversion Optimization

Maths and Stats for Web Analytics and Conversion Optimization
This expert guide will teach you how to leverage the knowledge of maths and statistics in order to accurately interpret data and take actions, which can quickly improve the bottom-line of your online business.

Master the Essentials of Email Marketing Analytics
This book focuses solely on the ‘analytics’ that power your email marketing optimization program and will help you dramatically reduce your cost per acquisition and increase marketing ROI by tracking the performance of the various KPIs and metrics used for email marketing.

Attribution Modelling in Google Analytics and Beyond
Attribution modelling is the process of determining the most effective marketing channels for investment. This book has been written to help you implement attribution modelling. It will teach you how to leverage the knowledge of attribution modelling in order to allocate marketing budget and understand buying behaviour.

Attribution Modelling in Google Ads and Facebook
This book has been written to help you implement attribution modelling in Google Ads (Google AdWords) and Facebook. It will teach you, how to leverage the knowledge of attribution modelling in order to understand the customer purchasing journey and determine the most effective marketing channels for investment.

Himanshu Sharma

Digital Marketing Consultant and Founder of Optimizesmart.com

Himanshu helps business owners and marketing professionals in generating more sales and ROI by fixing their website tracking issues, helping them understand their true customers purchase journey and helping them determine the most effective marketing channels for investment.

He has over 12 years experience in digital analytics and digital marketing.

He was nominated for the Digital Analytics Association's Awards for Excellence.

The Digital Analytics Association is a world renowned not-for-profit association which helps organisations overcome the challenges of data acquisition and application.

He is the author of four best-selling books on analytics and conversion optimization:

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