What does “Active Users” mean in Google Analytics?
We just discovered another new Analytics feature today and there doesn’t appear to be ANY information about it online yet. We checked the usual sources, including the Google Analytics official blog, but found no information.
Under the Audience tab there is a new option in beta called, Active Users.
At this point the best we can do is speculate, but it appears Google is tracking the number of users who come back to your site within a specific time period.
This could be a quick way to see how many return visitors your website is getting on a daily, weekly, bi-weekly, or monthly basis.
I can see using this to compare month over month metrics to provide more insight as to whether user engagement was improving or not.
More information to come, so stay tuned. If you know more information or have specific questions on “active users” leave us a comment below.