Product
Active users
Definition of
Active users are engaged users who have used a specific product at least once within the last 30 days, or some other duration of time set by your organization. Active Users, in the context of product-led growth companies, are individuals who actively engage with a product or service on a regular basis. This means they not only signed up or downloaded the app, but also regularly participate in key tasks, interactions, and features within the product. By tracking Active Users, marketers and product managers can proxy the popularity and effectiveness of their product, identify areas for improvement or expansion, and even upsell to more committed users. For more advanced organizations, it's common to avoid measuring Active Users just by login frequency—marketers should also consider in-product actions and interactions that showcase real value generation for these users. Keeping an eye on Active Users helps companies ensure their products remain relevant and useful.
