# Active user

A person who performs a defined action in an app or website during a stated period.

A person who performs a defined action in an app or website during a stated period.

## An example

A reporting team counts someone as active after they send a message, rather than just open the app.

## Why it matters

State the action, time period and deduplication rule. Different definitions can produce very different audience sizes.


## Related terms
- [Ad placement](https://jolts.xyz/resources/glossary/ad-placement)
- [Ad spend](https://jolts.xyz/resources/glossary/ad-spend)
- [Advertiser](https://jolts.xyz/resources/glossary/advertiser)
- [Publisher](https://jolts.xyz/resources/glossary/publisher)

## Next step

[Explore advertising](https://jolts.xyz/advertisers) or [monetize your AI app](https://jolts.xyz/publishers).