At a glance
Avg Events per User is the total number of tracked events divided by the number of active users over the window, a depth-of-engagement measure rather than a reach measure. Where active-user counts tell you how many people showed up, this card tells you how much each one did once they arrived: more events per user generally means more browsing, interacting, and progressing through funnels. It is a useful balance to raw audience size, because a store can grow its user count while each user does less, which often signals lower-intent traffic.
Calculation
Avg Events per User divides total tracked event volume by the count of active users over the window, so it reflects how many events the average active person fired. Because both inputs are pulled from the same Amplitude window, the ratio moves when either engagement depth or audience composition changes. Vortex IQ reads the components from the Amplitude integration and compares the ratio against the equivalent prior period. See the At a glance summary above for what the metric tracks and the worked example below for a typical reading.Worked example
A representative reading of Avg Events per User for a typical merchant on Amplitude. Suppose the card shows 14.2 events per user for the current 30-day window against a prior-period baseline of roughly 15.1, a dip of about 6%. On its own a small fall looks harmless, but pair it with a Daily Active Users card that rose over the same period and a clearer story emerges: the store pulled in more visitors, yet each new visitor is doing less, a common pattern when a broad awareness campaign brings in lower-intent traffic. Vortex Mind can confirm this by checking whether the new arrivals concentrate in shallow events like page views rather than add-to-carts, and Ask Viq lets you ask, in plain English, “did events per user drop because of new low-intent traffic or because existing users slowed down” and get the split without building a segmentation report.Sibling cards merchants should reference together
Reconciling against Amplitude
Where to look in Amplitude’s own dashboard: Use Event Segmentation in Amplitude with the “average” or “events per active user” style measure across all events to read this directly, or compute it by dividing a totals chart by a uniques chart over the same range. The Dashboards section may hold a saved engagement tile. Confirm the date range, interval, and any event or segment filters before comparing, since both the numerator and denominator must match the Vortex IQ profile. Why the Vortex IQ value may legitimately differ:
Cross-connector reconciliation: complement with sibling cards in the same category for the full diagnostic picture. For divergence investigations, use Vortex Mind.