What’s an active user and what’s an active device?

User and device activity are important measurements that can impact both your day-to-day business activities and your Copilot.cx campaigns.

Most companies have a single metric for active users – for example, the % of the user base that's used the app in the last week.

But for a consumer electronics company, that's rarely enough. This is where Copilot.cx's multi-layered activity monitoring can help.

Understanding the importance of user and device activity

User activity is the number of users who triggered an activity-based event in a specific timeframe. 

But there's a twist. Since most user activity events are based on app activity, this would be better described as "app activity".

And as you know, not every interaction with your product happens in the app. That's where device activity comes in.

Device activity is the number of unique devices that triggered an activity-based event in a specific timeframe.

These events come from your server and describe everything from finishing the onboarding process all the way to periodical reports.

Both of these are available in the Copilot.cx Dashboard and can be filtered by different timeframes and audience segments.

Let's look at a quick example of how this can be helpful: If your device connects in BLE directly to the app, you will most likely see the user activity as the main activity for the user or household. But if you have a Wi-Fi device that can be used directly, the device activity is essential for helping you understand usage and engagement.

Querying and segmenting according to activity

When building an audience, you can use different user and device activity data to find or target the right users for your message.

Let's look at a few of your options:

• User and device activity patterns – Copilot.cx uses a proprietary and unique algorithm to determine an activity pattern for a user and device. The following usage patterns may apply to each user and device:
  • One-time
  • Daily
  • Weekly
  • Bi-weekly
  • Monthly
  • Rare
• User and device churn – Using our proprietary algorithms for usage pattern, we can determine a timeframe without activity that a user or device will be defined as “churned”. It's worth noting that a user can be churned while their device is active – for example, if they only ever use a voice assistant. Likewise, a device can be churned while a user is still active if they use the app for something other than activating the device.
• User and device active days – Copilot.cx also counts the number of active days a user or a device were shown on. This could help to segment users or devices based on engagement for targeted campaigns.