I read the term “active users” in an earnings report. How does this differ from “unique visitors” or total visits.
Each company has different performance measurements when it comes to website/ app visits or interactions within the timeframe they define. For example, Pinterest (PINS), uses a measurement called Monthly Active User (MAU), which it defines as a “user who visits our website, opens our mobile application or interacts with Pinterest through one of our browser or site extensions, such as the Save button, at least once during the 30-day period ending on the date of measurement.” Snap (SNAP) uses a measurement called Daily Active User (DAU) which it define as “a registered Snapchat user who opens the Snapchat application at least once during a defined 24-hour period.”