{"id":22710,"date":"2024-01-05T07:08:16","date_gmt":"2024-01-05T07:08:16","guid":{"rendered":"https:\/\/adjoe.io\/?post_type=glossary&#038;p=22710"},"modified":"2024-05-29T15:23:34","modified_gmt":"2024-05-29T15:23:34","slug":"active-user-rate","status":"publish","type":"glossary","link":"https:\/\/adjoe.io\/zh-tw\/glossary\/active-user-rate\/","title":{"rendered":"Active User Rate (AUR)"},"content":{"rendered":"\n<div class=\"glossary-description\">\n\t\t<div class=\"glossary-description__wrapper\">\n              <h1 class=\"glossary-description__title\">\n          What Is an Active User Rate?\n        <\/h1>\n      \t\t\t<div class=\"glossary-description__icon\"><\/div>\n\t\t\t<div class=\"glossary-description__text\">\n\t\t\t\tActive user rate is a metric that helps app developers and publishers understand how their daily active users interact with a particular \u2013 popular \u2013 area of their app. <br><br>In many cases, this rate is used to measure which users engage with a particular revenue stream or app feature, such as a particular in-app ad unit, and then complete a revenue event, such as installing an app after interacting with a rewarded ad. \n\t\t\t<\/div>\n\t\t<\/div>\n<\/div>\n\n\n\n<div class=\"glossary-takeaways\">\n\t<div class=\"container\">\n\t\t<div class=\"glossary-takeaways__wrapper\">\n\t\t\t<div class=\"glossary-takeaways__title\">\n\t\t\t\tKey Takeaways\n\t\t\t<\/div>\n\t\t\t<div class=\"glossary-takeaways__text\">\n\t\t\t\t<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">This metric helps app developers understand how their DAUs are interacting with a particular area of their app<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">AUR compares the proportion of users who could generate revenue with the number of users who actually generate revenue<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">The metric helps identify blockers to the user\u2019s experience that might prevent them from converting to a paying user<\/span><\/li>\n<\/ul>\n\n\t\t\t<\/div>\n\t\t<\/div>\n\t<\/div>\n<\/div>\n\n\n\n<h2 class=\"wp-block-heading\">How Do You Calculate Active User Rate?&nbsp;<\/h2>\n\n\n\n<p>To determine their app\u2019s active user rate, an app developer or publisher must first define what an active user is within the context of their app.&nbsp;<\/p>\n\n\n\n<p>This metric could, for example, measure user engagement or retention in various areas of an app:&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>How many users are going to the store and making a purchase?&nbsp;<\/li>\n\n\n\n<li>How many users choose to engage with a <a href=\"https:\/\/adjoe.io\/blog\/the-state-of-rewarded-ads-leverage-them-or-leave-them\/\" target=\"_blank\" rel=\"noreferrer noopener\">rewarded ad format<\/a>.<\/li>\n<\/ul>\n\n\n\n<p>Active user rate at <a href=\"https:\/\/adjoe.io\/\" target=\"_blank\" rel=\"noreferrer noopener\">adjoe<\/a> is measured based on the number of users who click on the <a href=\"https:\/\/adjoe.io\/blog\/deconstructing-playtime-introducing-a-new-wave-of-rewarded-monetization\/\" target=\"_blank\" rel=\"noreferrer noopener\">Playtime<\/a> ad unit and subsequently generate an install. This method effectively tells app publishers the number of users who are generating revenue compared with the number of users who actually generate the revenue.<\/p>\n\n\n\n<p>While it varies from company to company, adjoe calculates the rate by dividing the total number of installs by the number of users who have clicked the ad format.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"479\" src=\"https:\/\/adjoe.io\/app\/uploads\/2024\/05\/calculate-active-user-rate-1024x479.png\" alt=\"formula for how to calculate active user rate\" class=\"wp-image-76265\" style=\"width:710px\" srcset=\"https:\/\/adjoe.io\/wp-content\/uploads\/2024\/05\/calculate-active-user-rate-1024x479.png 1024w, https:\/\/adjoe.io\/wp-content\/uploads\/2024\/05\/calculate-active-user-rate-300x140.png 300w, https:\/\/adjoe.io\/wp-content\/uploads\/2024\/05\/calculate-active-user-rate-768x359.png 768w, https:\/\/adjoe.io\/wp-content\/uploads\/2024\/05\/calculate-active-user-rate-1536x718.png 1536w, https:\/\/adjoe.io\/wp-content\/uploads\/2024\/05\/calculate-active-user-rate-2048x958.png 2048w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\">What Does Active User Rate Tell You?&nbsp;<\/h2>\n\n\n\n<p>Monitoring this metric helps publishers understand various aspects of an app\u2019s performance, including the following.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">1. How Good a Revenue Stream Is at Generating Paying Users<\/h3>\n\n\n\n<p>Do many users open the in-app store and then make a purchase? What is preventing an app from converting more users into paying users? Developers can run <a href=\"https:\/\/adjoe.io\/glossary\/a-b-testing-apps\/\" target=\"_blank\" rel=\"noreferrer noopener\">A\/B tests<\/a> with the purchase values to see if they are able to increase the number of paying users by decreasing the cost of the items up for purchase.&nbsp;<\/p>\n\n\n\n<p>While the unit prices drop, developers might notice an uplift in the active user rate. This means overall revenue might then increase. This is because a higher percentage of users will convert into a paying user. This can help app developers optimize the value of their <a href=\"https:\/\/adjoe.io\/glossary\/in-app-purchases\/\" target=\"_blank\" rel=\"noreferrer noopener\">in-app purchase<\/a> offers for a greater return.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">2. How Much Friction There Is in the App Experience<\/h3>\n\n\n\n<p>If apps see a sudden drop in active users, this often indicates that there is a UX problem, which prevents them from completing a certain action in the user flow \u2013 and from generating revenue.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"508\" src=\"https:\/\/adjoe.io\/app\/uploads\/2024\/05\/monitoring-active-user-rate-1024x508.png\" alt=\"image showing that active user rate helps identify UX issues in app \" class=\"wp-image-76266\" style=\"width:710px\" srcset=\"https:\/\/adjoe.io\/wp-content\/uploads\/2024\/05\/monitoring-active-user-rate-1024x508.png 1024w, https:\/\/adjoe.io\/wp-content\/uploads\/2024\/05\/monitoring-active-user-rate-300x149.png 300w, https:\/\/adjoe.io\/wp-content\/uploads\/2024\/05\/monitoring-active-user-rate-768x381.png 768w, https:\/\/adjoe.io\/wp-content\/uploads\/2024\/05\/monitoring-active-user-rate-1536x762.png 1536w, https:\/\/adjoe.io\/wp-content\/uploads\/2024\/05\/monitoring-active-user-rate-2048x1015.png 2048w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p>This UX issue might in many cases be something as simple as latency in the ad experience, a technical error preventing the page from rendering, or something blocking revenue from being generated.&nbsp;<\/p>\n\n\n\n<p>Apps must constantly monitor their active user rate to ensure there are no setbacks when it comes to their app\u2019s ability to generate revenue.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">3. How Successful Events or Promotions Are<\/h3>\n\n\n\n<p>Publishers can use events, LiveOps, or promotions to increase the number of users interacting with their app. This could include users, for example, engaging with an ad unit. A popular way to increase active user rate \u2013 and therefore revenue \u2013 is by running LiveOps, double-reward, or <a href=\"https:\/\/adjoe.io\/blog\/leverage-mobile-gamer-seasonality-ua-strategy\/\" target=\"_blank\" rel=\"noreferrer noopener\">seasonal promotions<\/a>.&nbsp;<\/p>\n\n\n\n<p>This is a popular strategy for apps that use <a href=\"https:\/\/adjoe.io\/solutions\/monetize-your-app\/\" target=\"_blank\" rel=\"noreferrer noopener\">ad monetization<\/a>. Many publishers run regular double-reward promotions in order to increase the number of users opening Playtime and generating an install. During these periods, publishers see an increase in the active user rate, which then results in double revenue during the promotional period.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image size-large is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"644\" src=\"https:\/\/adjoe.io\/app\/uploads\/2024\/05\/active-user-rate-graph-1024x644.png\" alt=\"bar chart showing how active user rate increases with promotional periods in apps where users get more points\" class=\"wp-image-76267\" style=\"width:710px\" srcset=\"https:\/\/adjoe.io\/wp-content\/uploads\/2024\/05\/active-user-rate-graph-1024x644.png 1024w, https:\/\/adjoe.io\/wp-content\/uploads\/2024\/05\/active-user-rate-graph-300x189.png 300w, https:\/\/adjoe.io\/wp-content\/uploads\/2024\/05\/active-user-rate-graph-768x483.png 768w, https:\/\/adjoe.io\/wp-content\/uploads\/2024\/05\/active-user-rate-graph-1536x965.png 1536w, https:\/\/adjoe.io\/wp-content\/uploads\/2024\/05\/active-user-rate-graph-2048x1287.png 2048w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\">Conclusion&nbsp;<\/h2>\n\n\n\n<p>The core purpose of this metric is to determine how many users with revenue-generating intent convert into users that really do generate revenue.\u00a0<\/p>\n\n\n\n<p>Apps should continuously monitor this metric to ensure a smooth user experience as well as identify new strategies to increase the number of users deemed as active.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">FAQs<\/h2>\n\n\n\n<div class=\"schema-faq wp-block-yoast-faq-block\"><div class=\"schema-faq-section\" id=\"faq-question-1655137836736\"><strong class=\"schema-faq-question\">What Is an Active User Rate?<\/strong> <p class=\"schema-faq-answer\">This rate is a way for app developers and publishers to understand how their daily active users interact with a particular, popular part of their app. In many cases, this rate is then used to measure which users engage with a revenue stream and then convert into a revenue event.<br\/><br\/><\/p> <\/div> <div class=\"schema-faq-section\" id=\"faq-question-1655137978750\"><strong class=\"schema-faq-question\">How Do You Calculate Your Active User Rate?<\/strong> <p class=\"schema-faq-answer\">It depends on what you would like to measure. Adtech companies such as adjoe measure active user rate based on the number of users who click the Playtime ad unit and then generate an install within the same time period.<br\/><br\/><\/p> <\/div> <div class=\"schema-faq-section\" id=\"faq-question-1655138040701\"><strong class=\"schema-faq-question\">What Does Active User Rate Tell You?<\/strong> <p class=\"schema-faq-answer\">This metric plays a crucial role in app optimizations for many reasons. Publishers can investigate UX problems, gauge how well a revenue stream is converting a user into a monetized user, and the impact of promotions and events \u2013 such as LiveOps \u2013 on an app\u2019s performance.<\/p> <\/div> <\/div>\n","protected":false},"author":24,"featured_media":44435,"menu_order":0,"template":"","ppma_author":[74],"class_list":["post-22710","glossary","type-glossary","status-publish","has-post-thumbnail","hentry"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.1.1 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>What Is Active User Rate: for Mobile Publishers | adjoe<\/title>\n<meta name=\"description\" content=\"What is your app\u2019s active user rate &amp; how do you calculate it? 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