Active users consist of new users, current users, and resurrected users (see the table below for user definitions). The Lifecycle feature shows the breakdown of your active users by new, current, and resurrected, as well a count of your churned users. This granular view of your active users therefore allows you to better understand and analyze your growth.
Table of Contents
Note: This feature is currently only available on the Enterprise Plan and was formerly known as Growth Accounting.
|Active User||A user who logged any active event. Read about non-active events, here.|
|New User||An active user who logged any event for the first time. A user will be counted as new for the entire time period in which they triggered the selected event(s). For example, if your usage interval is set to 7 days, and a user was new on January 1st but performed the selected event on January 3rd, they will still be considered new for the Jan 1 - Jan 7 bucket.|
|Current User||An active user who was active in the previous time period (day, week, or month). For example, a user who was active on January 1st and January 2nd would be considered a current user on January 2nd.|
|Resurrected User||An active user who was not active in the previous time period (day, week, or month). For example, a user who was not active on January 1st but active on January 2nd would be considered a resurrected user on January 2nd.|
|Churned User||A user who did not log any active event but was active in the previous time period (day, week, or month). For example, a user who was active on January 1st but not active on January 2nd would be considered a churned user on January 2nd.|
Chart Control Panel
The left module of the chart control panel allows you to pick and choose what event you want to focus on in your Lifecycle chart. The default selection is '[Amplitude] Any Event', which will bucket users based on any event they have fired. You can select between other '[Amplitude]' events or any other event you have instrumented. You can also narrow down your paths by segmenting the data by user properties or cohorts by using the right module. You can click on the "Users" dropdown to utilize our account-level reporting feature or use the "+where" clause to segment your users.
In the bottom module of the chart control panel, you can change the usage interval defined for your chart. This will allow you to customize the number of days a user has to use your product more than once to be marked as current and not churned. So, instead of selecting between daily, weekly, or monthly intervals in the datepicker like in other Amplitude charts, you are selecting your own custom interval. For example, if the usage interval is set to five, then the Lifecycle chart will display the data in five day intervals. This means that a user must return to your app and trigger the selected event within five days to be considered current and not churned. If they were to return on the seventh day, they would be counted as resurrected for that next time interval and churned between the two intervals.
The Growth chart shows the distribution of active users (new, current, and resurrected) and the count of churned users for a particular day, week, or month. This allows you to understand which group of users impacts your active user counts the most.
The Churn chart shows the distribution of churned users (new, current, and resurrected) for a particular day, week, or month. For example, a churned new user on February 17th (shown in the bar between Feb 16 and Feb 17) is a user who was new on February 16th but churned on February 17th.
The Pulse chart shows the ratio of incoming users (e.g. new and resurrected users) versus outgoing users (e.g. churned users) for a particular day, week, or month. The ratio allows you to understand how many active users you gain for each user that churns.
Specifically, Pulse uses the following formula:
(# of new users + # of resurrected users) / (# of churned users)
At a high level:
- Pulse > 1 indicates that you are gaining more users than losing them, which means your product is experiencing growth.
- Pulse < 1 indicates you are losing more users than gaining them, which means your product isn't growing.
For example, in the chart below, we had a pulse of 0.52 on November 26th. This means that we lost more users on November 26th than we gained or resurrected.
Watch the video here.