Which digital traction metric measures the frequency of user interactions?

• A. Scale
• B. Active usage
• C. Engagement
• D. Churn rate

Answer: (B)

Measuring how often users interact with a product is about active usage. This metric captures the frequency of engagement by looking at how often a user interacts within a given period—think daily or monthly active users, or sessions per user. It directly answers how often people come back and perform actions, which is why it’s the best fit for the question.

Engagement, while related, focuses more on the depth and quality of those interactions—time spent, actions per session, or the intensity of use—so you can have high engagement with longer sessions or more complex actions even if visits aren’t very frequent. Churn rate, on the other hand, measures how many users stop using the product over time, not how often they interact. Scale relates to growth potential or reach, not the frequency of usage.

For example, if users open the app multiple times a day and perform core actions each time, active usage is reflecting that high frequency, which is exactly what the question targets.