What defines an active user in the Braze user lifecycle?

An active user in the Braze user lifecycle is defined as users who have logged a session in a specific timeframe. This is a crucial measurement because the notion of an active user directly correlates with engagement and user behavior within an application. By defining an active user in this way, businesses can gain insight into user activity levels, allowing them to tailor their marketing strategies, product enhancements, and user retention efforts effectively.

This definition helps segment users based on their engagement and provides a dynamic view of how often users are interacting with the app. It can also help identify trends over time, as well as inform retention strategies that encourage users to remain engaged with the app. In contrast, the other options focus on different user behaviors that might not be as direct or relevant to measuring active engagement. For example, regular logins or recent purchases might imply user activity, but they do not encompass the broader definition of active engagement that the first option captures.