Growth funnels, loops & lifecycle · Working
Dormant users
Also called: inactive users
ELI5
Users who remain registered but have not met the activity definition for a specified period.
Used in conversation
“The team needs one controlled copy of dormant users, with an owner and date.”
Pitch context
You will see “Dormant users” in brand decks, campaign plans, research reports and performance reviews when the discussion reaches growth funnels, loops & lifecycle.
Why it matters: It helps a reader interpret growth funnels, loops & lifecycle without confusing the measure, decision, role or evidence being discussed.
Sources & evidence · 5
Supporting source families. This entry is an editorial synthesis rather than a quotation from one canonical glossary.
- American Marketing Association — Definitions of Marketing and BrandSupporting source family · institutional · checked 2026-08-16
- U.S. Federal Trade Commission — Advertising and Marketing GuidanceSupporting source family · primary · checked 2026-08-16
- Google Analytics Help — Google Analytics dimensions and metricsSupporting source family · primary · checked 2026-08-16
- Google Ads Help — Google Ads metrics and reportingSupporting source family · primary · checked 2026-08-16
- Interactive Advertising Bureau — Measurement guidelines and standardsSupporting source family · institutional · checked 2026-08-16