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By Michael Wilson

Michael is our Digital Data Analyst at GlowMetrics with a strong interest in social media and turning data into stories.

We’ve recently come across the Active Users Report in Google Analytics. It’s still in Beta and is only available for a few of our clients’ accounts so far.  Spotted it in your account? Wondering what it does? Maybe we can shed some light on it for you.

Active Users - Google Analytics

What is an active user?
“A user that has had at least one session on your website within the time frame set. This includes new and returning users.”

This new report allows us to see 1 Day, 7 Day, 14 Day and 30 Day Active Users.  Each point plotted on the graph is the final day of the given time period – so if you’re looking at 14 Day Active Users, the graph point plotted for November 14th will show you the total number of Active Users from 1st-14th November. And so on.

So what does this report tell us? It’s a simple way of spotting traffic trends while looking at aggregate figures – say you’re looking at your 7 Day Active Users graph and notice a spike, what did you do differently during that week? Can you replicate it?

It’s a more general trend overview than looking at daily user figures – as it’s cumulative, you’ll be able to see more clearly at a glance if your traffic is consistent or if it’s trending up or down.

Let us know if you can access the Active Users Beta report in your Google Analytics account (if you can, it’ll be under ‘Audience’), and if so, how are you using it?