Active users

This metric provides a broad view of user engagement, helping you understand the overall traffic trends across your workspace. It includes all users (those impacted by experiences or experiments and those who were not), giving you a clear baseline of your total audience over time.

At the workspace level, this is the most comprehensive view of user volume, allowing you to compare overall activity with the performance of specific experiences or campaigns.

Metrics

The chart includes:

1. Total active users
   The number of unique users who were active on your applications.
2. Active users over time
   Breaks down the number of active users by day or month.

Interpretation

This chart shows how many unique users were active on your applications during the selected period. It helps you monitor how your audience evolves over time, assess the impact of acquisition and retention efforts, and understand overall traffic patterns and reach.

What the number tells you

Here are some common insights you can get from this widget:

• An increase in active users, such as growth from 15,000 to 20,000 users per day, may indicate rising brand awareness, successful acquisition campaigns, or natural seasonality bringing more visitors to your sites. Review which channels or initiatives contributed most to this growth to identify expansion opportunities.
• A decline in active users, such as a drop from 18,000 to 12,000 compared to the previous period, signals that something may require attention. This could be due to seasonal variation, reduced marketing activity, or visibility issues such as lower rankings in search results. Investigate trends across channels to understand what might have changed.
• Stable active user volume despite new campaigns or experiences suggests that current initiatives may not be effectively reaching new audiences. Consider reviewing your targeting, creative strategy, or campaign mix to improve reach and engagement.