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Active Users

Active users meet GA4’s engagement or platform-specific activity criteria. They are not simply everyone who triggered any event.

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Criteria can include signals such as first_visit or first_open as well as engaged sessions, depending on the platform. An active user need not have a long engaged session.

The ratio of active to total users is not GA4 engagement rate. Engagement rate uses engaged sessions divided by all sessions.

References

Frequently asked questions

Are active users necessarily loyal customers?

No. This is a measurement definition, not proof of customer status or satisfaction.