July 7, 2015
Under the Audience tab, we recently found another new feature in Google Analytics called “Active Users” in (beta) version.
Active users include all users, both new users and returning users that have visited your webpage or mobile app at least once during a selected time period. Through Active users report you can determine the number of unique users (including both new and returning) who visited your website in the last 1, 7, 14 or 30 days in the selected time period. This could be a quick way to see how many return visitors your website is getting on daily, weekly, bi-weekly or monthly basis.
We have several selection options to show graph for different time period selection like 1 day, 7 days, 14-days or 30-days active users.
Active Users report lets you see below metrics:
These metrics in the report are defined to the last day in the selected date range that you are using for the report. If your date range is July 1 to July 31:
“More accurate word for active users is users”, hence users and active users as metric are same thing for Active users report. Also active users don’t mean real time users which are altogether separate dimension report.
Segmenting Active users by different locations will help you get information about top city, regions etc to do further campaign as per their website behavior as shown in below screenshot
Segmenting Active Users by different traffic sources can show you which source/channel is contributing maximum Traffic in selected date range or time period as shown in below screenshot:
In this scenario, direct source is contributing maximum users followed by Facebook.
This report could be useful if you want to monitor traffic (in terms of unique users) during promotional campaign (FB Campaign).
Segmenting Active Users by different devices such as mobile, tablet etc can show you users behavior and funnels on each level like category, product page and conversion page as shown in below screenshot.
Segmenting Active Users by conversion metric can help you determine number of conversion made within selected date range as shown in below screenshot:
We are getting maximum conversion in 30 Day Active Users period which means users maximum conversion made by returning users.
Like any business, you would need to keep track of the level of visitors/users interest.
If the numbers are consistently in line with your requirements, you are done with your job.
If the numbers are below expectations, you will need to check your marketing efforts that whether you are targeting the right audience or not. You can look for any negative social content or traffic from referral site (blogs) that might affect traffic. Even if all the marketing and social content are positive, you might be seeing technical hurdles for your users with your website.
Note: If you see a rapid, unexpected decline in numbers, that could indicate technical issues like problems with a new release. Or it could indicate that new content doesn’t measure up to the standard your users have come to expect.