The term active user refers to a unique individual who interacts with a product or service over a specified time. In addition to measuring growth and engagement, calculating active users helps organizations track consumer behavior to aid in marketing and advertising decisions.
Active user numbers are important in many areas, including online gaming, social networking, website traffic, and Internet banking. For example, a YouTube channel's active users determines whether or not it may be monetized and can affect how much income it generates.
There are many ways to measure active users as a performance metric, but the most common are DAU (daily active users), WAU (weekly active users), and MAU (monthly active users).