Product & Analytics / Web & Product Analytics
Active User (Identity & Counting) ~ (device-based / cookie-based vs authenticated vs identity-resolved)
How you decide that two events belong to the same person before you count "users."
The fork, why two teams get different numbers
The IDENTITY KEY fork decides who is one person.
In the Metric Library
- The full fork, both definitions worked all the way through
- The trap that makes the number lie, on a real export
- Every formula variant, spelled out
- The reconciliation anchor, what to tie it to and when to refuse
Reference: Product-analytics convention (no governing body) · IAB/MRC audience-measurement conventions