How can a user be characterized if they are bought back to the app via campaigns but are not yet making consistent purchases?

A user who is brought back to the app through campaigns but is not yet making consistent purchases can be characterized as active. This definition highlights that the user is engaging with the app in some capacity by responding to marketing efforts, even though their purchasing behavior may not be consistent.

The user's activity shows that they still have an interest in the app and its offerings, as indicated by their interaction with campaigns. This engagement suggests potential for further development into more consistent purchasing behavior, classifying them as active users rather than inactive or lapsing. The terminology often used in analytics aligns with this, where "active" users are those who engage with the platform regardless of their purchasing frequency.