Of course, you will agree with me that running an effective website takes several months of hard work, resources and monitoring. So, how has your hard work paid off in terms of traffic to your site? Is it huge, little, erratic or you simply can’t tell? Gear up! It is high time you paid more attention to the traffic coming to your website either from new or returning visitors as well as the frequency of their visits. This will, in the long run, make or mar the success of your site.
The objective of this article is to intimate you with Google Analytics’ (GA) Active Users Report. At the end of this article, you would have learnt how GA’s Active Users Report can help in analyzing traffic to your website based on new and returning visitors within a preset timeframe.
What is the meaning of Google Analytics Active Users Report?
In essence, Active Users Report means a report prepared by Google Analytics based on the total number of users or visitors who revisit your website within a specified time frame. This is a surefire way to observe or determine the number of visitors who return to your website on a daily, weekly and monthly basis and tune your website to get more of traffic along your observations.
With this in mind, the Active Users Report can be accessed from the Audience section in the GA interface:
You can get a good feel of traffic to your website using these metrics which are available from the Active Users Report:
- 1-Day Active Users
- 7-Day Active Users
- 14-Day Active Users and lastly
- 30-Day Active Users
Why must you keep track of traffic using the metrics above?
Indeed, every business survives based on the level of interest in it either from new or old clients. A decrease or increase in the degree of interest in a business determines its viability both in the short and long run. As a result, it is important to observe the level of interest in your business using the Active Users Report. If the number of visits within a period falls within your anticipated range, then you have struck gold. If, however, the reverse is the case, you certainly need to holistically improve your website content as well as reassess your marketing prowess to determine the right audience and how effective your approach is.
To demonstrate this, consider the impact of a scenario where a lot of Active Users visit your website within a 7-Day period, and the visits gradually taper off for long-term users e.g. on a 14 or 30-day basis. This can be triggered by several issues associated with update of contents, user interface or products which delimit the conversion rate of visits and frequency of long-term commitments to your website. For example, a majority of users may find the contents of a video irrelevant to what they are looking for or of no interest to them.
A graphical illustration of Active Users for a period is represented by a spot plotted on the graph. Therefore, in a 7-Day period, the graph plotted for December 22-29 displays the entire number of Active Users within the specified period. This is also applicable to other periods specified on the graph.
Use of Segment in Active Users Report
Interestingly, the Active Users Report can be viewed as a segmented data in a condensed form. This allows you to easily view the segmented data in segments within the Active Users Reports.
Without doubt, GA Active Users Report offers you the best avenue to seamlessly monitor traffic (both unique and recurrent) to your website during a marketing drive. It is no wonder it is revered among startups, finance companies, e-commerce owners, market managers and experts.
Where does this leave you?
Irrespective of the level of interest in your website, always remember that there is no limit to the amount of visits your website can receive in a day, week or month. It will be a pain if you leave it to me but pushing the limits based on a progressive Active Users Report to correspondingly increase traffic day in day out is entirely up to you.