Engaged Users (EUs) measures the number of active users who interact meaningfully with your product over a given period, typically through a series of predefined actions that constitute engagement.
This metric is useful to gauge how many users interact with your product in a way that indicates they receive value from it. It's usually measured through actions like logging in, using specific features, or spending a certain amount of time in a product. Understanding your Engaged Users can help you optimise your product and find similar committed customers that find your product valuable.
Count Users that Performed Engagement Actions
To calculate Engaged Users, simply count the number of users who perform predefined engagement actions within your product over a specific period.
Analyse EU alongside customer feedback to gauge feature relevance and impact. Consider segmenting EUs based on channel and demographics; build your GTM motion around your most engaged users. Establish clear criteria for 'engagement' to ensure consistency and leverage cohort analysis for tracking changes over time.
Not all activity equates to genuine engagement. Also, comparing EU across dissimilar verticals may skew insights due to the variance in user engagement patterns inherent to each vertical.