I am really curious about what '1-day-active-users', '7-day-active-users', '14-day-active-users', and '28-day-active-users' metrics mean in Google Analytics Active users report. The GA documentation is really vague about these terms. According to this post, (Calculate Daily Active users in Google Analytics) 1-day-active-users is the number of unique visitors to the site on a particular day and accordingly, '7-day-active-users` is the number of unique users who initiated sessions on your site or app in the past 7 days.

So for a particular date, say 8th January 2020, shouldn't 7-day-active-users be the sum of 1-day-active-users from January 1 to January 7? .

This is a report drawn from GA :

1/1/2020    14241   56483   85966   132875
2/1/2020    18134   55620   84800   132922
3/1/2020    17318   54804   83822   132434
4/1/2020    9766    54151   84288   132666
5/1/2020    13798   53987   83892   132736
6/1/2020    18134   53754   83705   132759
7/1/2020    17784   53544   84428   131947
8/1/2020    18087   54687   84917   131807
9/1/2020    18437   55503   84684   131389
10/1/2020   17038   55083   83868   131064 

Therefore the 7-day-active-users for 8 should be = 109175 but it is actually 54687. Where am I going wrong?

My ultimate goal is to find out the daily active users and monthly active users for the complete website.


The key is that "uniqueness" is within the time period: if someone visits 3 times during the week, they will count 3 times toward 1-day active user totals, but only 1 time toward the 7-day active users total. Over all your web traffic, summing the 1-day totals will lead to a lot of overcounting compared to the 7-day total.

The date ranges include their final date, as well; for 8 January you would be comparing to 2-8 January rather than 1-7. Summing the 1-day active user values and comparing that to the 7-day active user value will give you a sense of how much your visitors return to the site within a week.

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