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Active users

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“Active Users” is a term that refers to individuals who engage with an online platform or application during a specific time period. This term is pivotal in various sectors including business, academia, and research. In business, metrics related to active users aid in predicting growth trends, customer engagement[2], and potential revenue streams. In academia and research, studying active user behavior contributes to the understanding of online behavioral patterns. Ethical considerations around active users shed light on the importance of informed consent[4], data privacy[5], and confidentiality in the online realm. There are also technical challenges in defining and accurately measuring active users due to varying practices across different companies. Additionally, active user data plays a crucial role in predictive analytics[1] and policy considerations regarding technology[3] use and online safety.

Terms definitions
1. predictive analytics. Predictive Analytics is a field that uses a variety of statistical techniques to analyze current and historical facts to make predictions about future outcomes. It employs data modeling, machine learning, Artificial Intelligence, deep learning, and data mining to identify patterns and relationships within data. Techniques such as regression analysis, ARIMA models, time series models, and predictive modeling are key to achieving these predictions. The applications of predictive analytics are wide-ranging, from optimizing business decisions and personalizing marketing campaigns, to predicting cash flows and legal outcomes. It's an essential tool in industries like asset management, insurance, communications, and more. Moreover, its specialized applications include child protection, legal decisions, and sports analytics. Notable authors and works provide further insights into this field, which also intersects with topics like capital markets, econometric analysis, and counterterrorism.
2. customer engagement.
1 Customer engagement is a term that encapsulates the interaction and involvement of consumers with a company or brand. This concept, which was defined by various organizations between 2006 and 2008, can be seen in both online and offline settings and has a significant impact on marketing practices. It involves the co-creation of personalized experiences, with key dimensions including immersion, passion, and activation. However, ethical concerns can arise, particularly with regards to maximizing user engagement. Technology plays a vital role in this process, fostering an interactive culture and facilitating connections between consumers and organizations. Customer engagement is also heavily influenced by social media platforms, where content and influencer activity can drive engagement strategies. Measurement metrics are crucial in assessing customer engagement, with likes, replies, and retweets on Twitter being examples of this. This complex interaction between businesses and customers ultimately aims to foster loyalty and long-term relationships.
2 Customer engagement is a term that encapsulates the interaction and involvement of consumers with a company or brand. This concept, which was defined by various organizations between 2006 and 2008, can be seen in both online and offline settings and has a significant impact on marketing practices. It involves the co-creation of personalized experiences, with key dimensions including immersion, passion, and activation. However, ethical concerns can arise, particularly with regards to maximizing user engagement. Technology plays a vital role in this process, fostering an interactive culture and facilitating connections between consumers and organizations. Customer engagement is also heavily influenced by social media platforms, where content and influencer activity can drive engagement strategies. Measurement metrics are crucial in assessing customer engagement, with likes, replies, and retweets on Twitter being examples of this. This complex interaction between businesses and customers ultimately aims to foster loyalty and long-term relationships.
Active users (Wikipedia)

Active users is a software performance metric that is commonly used to measure the level of engagement for a particular software product or object, by quantifying the number of active interactions from users or visitors within a relevant range of time (daily, weekly and monthly).

Active users
Number of new and active Wikipedia users in Indonesia between September 2010 and March 2012
General information
Unit systemProduct metric
Unit ofMedia consumption
SymbolDAU, WAU, MAU

The metric has many uses in software management such as in social networking services, online games, or mobile apps, in web analytics such as in web apps, in commerce such as in online banking and in academia, such as in user behavior analytics and predictive analytics. Although having extensive uses in digital behavioural learning, prediction and reporting, it also has impacts on the privacy and security, and ethical factors should be considered thoroughly. It measures how many users visit or interact with the product or service over a given interval or period. However, there is no standard definition of this term, so comparison of the reporting between different providers of this metric is problematic. Also, most providers have the interest to show this number as high as possible, therefore defining even the most minimal interaction as "active". Still the number is a relevant metric to evaluate development of user interaction of a given provider.

This metric is commonly assessed per month as monthly active users (MAU), per week as weekly active users (WAU), per day as daily active users (DAU) and peak concurrent users (PCU).

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