At a glance
Avg Events per User is the average number of events fired by each active user in the period, a simple but revealing proxy for how deeply people engage with your store. Where Daily Active Users counts how many people showed up, this card tells you how much they actually did once they arrived. A rising average suggests users are browsing more products, exploring more pages, and progressing further through funnels; a falling average can signal shallower visits, a friction point, or a tracking change that dropped some events. Read alongside stickiness and total volume, it helps you tell a story about depth of engagement rather than just reach.
Calculation
Vortex IQ takes the total number of events ingested over the period and divides it by the number of distinct active users in that same period, producing the mean events per active user. The figure is shown for the trailing 30 days and compared against the prior equivalent period. Because it is a ratio of two underlying numbers, a change can come from either side: more events per visit, or a shift in how many users were active. There is no fixed alert threshold on this card, it is a context and trend metric rather than an incident trigger, so you read its direction alongside DAU and total volume.Worked example
A representative reading of Avg Events per User for a typical merchant on Mixpanel. Suppose over the 30 days to 14 Jun 26 your store ingested 6,000,000 events from 250,000 active users, giving an average of 24 events per user. In the prior 30 days the figure was 21, so engagement deepened, perhaps a new recommendations widget is prompting more product views per visit. Now imagine the next period reads 17 with users roughly flat. That fall could mean shallower sessions after a navigation change, or it could mean a secondary event stopped firing and is no longer counted. You compare against Total Event Volume and Core Events Firing to decide which story is true before acting. For deeper investigation, use Vortex Mind to trace upstream causes; for natural-language exploration, ask Ask Viq.Sibling cards merchants should reference together
Reconciling against Mixpanel
Where to look in Mixpanel’s own dashboard: Build an Insights report with total events over the period and a second with unique active users over the same period and event set, then divide one by the other. The result should match the card. Make sure both reports use the same date range and the same activity event definition, because a mismatch on either side will move the ratio. Why the Vortex IQ value may legitimately differ:
Cross-connector reconciliation: compare this depth signal against pages per session in your web-analytics connector to confirm the two tell a consistent engagement story. For divergence investigations, use Vortex Mind.