KnowledgeActive Users
Active users · Users GA4 considers active or engaged during the selected period.
Understand Active users in context.
Simply explained explanation
Users GA4 considers active or engaged during the selected period.
Professional explanation
GA4’s primary user metric based on engaged sessions and qualifying engagement/first-visit signals.
Analytical explanation
Use to analyse engaged audience size, but beware of consent and platform differences. Rising active users with falling purchase rate may indicate broader, lower-intent traffic.
Technical explanation
GA4 Data API: activeUsers. The eligibility conditions include engaged sessions or documented first_visit/first_open/engagement-related signals; not simply any page view.
Four complementary explanations — choose your level. Technical definitions are platform-specific where noted.
↗ How to use it
Pair with engagement and purchase metrics.
⚠ Common interpretation mistake
Do not substitute totalUsers without checking the report.