How should you define an active user?

Users will continue to add and lose every day, and it is difficult to find the essence of the problem if you only look at the number of daily active users, so it is usually combined with the activity rate and the entire life cycle of the app.

The activity rate refers to the total number of active users, through this ratio you can understand the overall activity of your users, but with the extension of the time cycle, the user activity rate is always gradually declining, so after a long life cycle (3 months or half a year) of precipitation, the user's activity rate can be stably maintained to 5%-10%, which is a very good user activity performance, of course, it cannot be completely applied, depending on the characteristics of the product. Retention and retention rates often reflect churn over time, and the analysis of this result is often done to find the specific cause of churn. So how do you look at it?

There are several indicators.

Next-day retention: Because they are all new users, we analyze the reasons for the loss of users by combining the novice guidance design of the product and the conversion path of new users, and reduce user churn and improve the next-day retention rate through continuous modification and adjustment, usually if this number reaches 40%, it means that the product is very good. Zhou Liu:

During this period of time, users usually go through a complete cycle of use and experience, and if they are able to stay at this stage, they are likely to become more loyal users. Monthly retention: Usually the iteration cycle of mobile apps is 2-4 weeks for a version, so monthly retention can reflect the user retention of a version, and the update of a version will always affect the user's experience to a greater or lesser extent, so by comparing the monthly retention rate, we can judge whether each version update has an impact on users.

Channel retention: Because the channels are different, the quality of users will also be different, so it is necessary to analyze the retention rate of channel users. Moreover, after excluding the factors of user differences, we can compare the next day and retain it weekly, so that we can more accurately judge the problems on the product.

In the Internet industry, we usually attract customers by attracting new customers, but after a period of time, some customers may gradually lose. Those who stay, or who regularly return to our company** app, are called retention.

In a period of time, users who have had arbitrary behaviors with a certain app, etc., are called active users of this app, and this arbitrary behavior can be accessing, opening apps, and so on. Nowadays, we often use the so-called daily active users (daily active users, DAU) and weekly active users (WAU) to monitor our **, and sometimes we will see that our daily active users are gradually increasing over a period of time, thinking that this is a very good phenomenon, but if you don't do a retention analysis, this result is likely to be a mistake. For example, a company has done a lot of new activities, people have brought a lot, and the number of active users is rising, but does it mean that the customers are growing?

Maybe it's just that too many new customers are masking the problem of high churn rates, but in fact, customer retention is gradually decreasing. The horizontal axis represents time; The vertical axis represents the total number of people who are active in the week, and the outermost curve represents the total number of people who are constantly growing, especially in the early stages. Look at each color in the graph, which continues to taper over time.

These different colors represent users who come in each week, and they slowly pass over time, and in the end only a small group remains; The outermost curve represents the total number of people retained. This is actually a retention accumulation chart, which piles up each day's retention to form weekly active users; At the same time, there are in and out, and the total is the activity of the week. Over time, we can see that the different levels of color become a smooth line over time, which shows that some of our customers have survived.

At this time, we not only have new users who have attracted new users, but also old users who have been retained before, and the number of these users adds up to the real user growth. Analyzing the two curves above, we can see that on the surface, users are growing. However, looking at the essence of the phenomenon, the user retention of the first image is decreasing, while the user retention of the second picture tends to stabilize in the later stage, so the total number of users is growing.

If you want to achieve sustained real growth, you need to find ways to keep usersFrom a business perspective, why should we care about retention? What is the significance of retention analysis?

In recent years, the channel promotion has become higher and higher, and the pricing of CPC CPD CPT CPA and so on has continued, and the CPT of the app store has increased several times in half a year. In addition, especially like SaaS companies, the cost of acquiring a customer is very large, both in terms of time and money, and it may take two to three months to acquire a customer.

User activity depends on user targeting and business targeting.

1. First of all, the analysis of user behavior, what behavior can users produce on **?

2. The second is the analysis of user attributes, what kind of attributes does the user have on **?

Active users, as opposed to "churned users", refer to those users who will visit from time to time and bring some value to them. Churned users refer to those users who have visited or registered in the past, but gradually moved away from ** due to the gradual loss of interest in **, and then completely detached from **. Active users are used to measure the current state of operations, while churned users are used to analyze whether there is a risk of being eliminated and whether there is a ability to retain new users.

We have to look at various platform data every day, including DAU, UV, PV, etc., among which the number of active users is very important to our platform evaluation, so what is the number of active users?

The active rate reflects the health of the product, and the number of active users reflects the market share of the product. By comparing active users with inactive users, observing the characteristics of inactive users, and analyzing the reasons for inactivity, the activity of inactive users can be improved.

It reflects the health of the product function of the department, and to a certain extent, feedback whether the product function is effective and whether the product experience is excellent. To consider the product, it is necessary to consider the user's use of the core functions of the product, and define whether the user is active through the user's key behaviors, so as to consider the user's use of the core functions of the product.

What is the meaning of daily, weekly, and monthly living? How is it counted?

Do you want to check for duplicates?

Plagiarism:When the weekly and monthly active users are counted, the users who have been active for multiple consecutive days are only retained once, and the net value can be seen;

Do not check for duplicates:The number of active users per day is cumulative.

Neither approach makes obvious sense.

Makes sense?

The number of continuously active users is significant. Users who have been continuously active can be divided, for example, users who have been active for 2 consecutive days, 3 days, 7 days, and 10 days can be stratified into general active, moderately active, severely active, and absolutely active. Targeted operations for different levels of users.

There are other ways:

Record the active time of users at an active level, and propose different operation methods for users with different active durations.

A high rate of user activity usually means that users are using a certain platform or social media more frequently. This can illustrate the following:

1.Users are interested enough in the platform or social networks to be willing to spend time on it.

2.The content, features, services, etc., provided by the platform or social media can be broad enough to attract users and make them happy to stay on the platform.

3.Users are more satisfied with the experience of the platform or social **, and there are no serious failures, crashes and other problems, which makes users more willing to stay and use the platform or social **.

4.The user's social needs are satisfied, and they can interact and communicate with other users, increasing the user's engagement and activity.

Therefore, a high user activity rate is generally considered to be an important indicator of the popularity of a platform or social network.

Generally speaking, the higher the user activity rate, the more users like the product or service, and it also indicates that the product and service can provide more value. If the user activity rate is low, it means that the product and service may lack certain functions, or its experience effect is not good.