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Active Users


Along with the number of new sign-ups, Daily Active Users (DAU) is one of the most important product metrics. It tells you how many unique users are using your app on a daily basis. Compared to retention, it is easy to measure and track. Together with the number of new sign-ups, it indicates the retention of your app and helps you see if you are on the right track. In addition to DAU, there are also Weekly Active Users (WAU) and Monthly Active Users (MAU).

Why DAU, WAU, and MAU are important

  • User engagement: Active user metrics help you understand how engaged your users are with your app and whether they find it valuable.
  • Growth tracking: Tracking these metrics helps you measure growth over time and identify trends that impact user acquisition and retention.
  • Product decisions: Understanding user engagement patterns can inform product decisions, such as feature development, onboarding improvements, and marketing strategies.

How to Measure DAU, WAU, and MAU for Your Mobile App

  1. Define 'active user': The definition of an active user can vary depending on your app's purpose. Generally, app opens are considered for early-stage startups, but it's better to use the main user action (e.g., tracking, reading an article, booking something) for cleaner data and capturing genuinely active users.
  2. Calculate the metrics:
    • DAU: Count the number of unique users performing the defined action within a day.
    • WAU: Count the number of unique users performing the defined action within a week.
    • MAU: Count the number of unique users performing the defined action within a month.
  3. Visualize the data: Use line charts, bar graphs, or KPI dashboards to display your data. This helps you monitor trends, compare different time frames, and make informed decisions.


While benchmarks can vary depending on the app category and target audience, a rough guideline for healthy ratios is:

  • DAU/MAU: 10-20%
  • WAU/MAU: 30-50%

Strategies for Improving DAU, WAU, and MAU

  • Push notifications: Engage users with timely, relevant push notifications that encourage them to return to your app. For example, send personalized content suggestions, reminders for abandoned carts, or updates on in-app events and promotions.
  • In-app messaging: Utilize in-app messages to guide users, offer support, and highlight new features or updates. For example, create in-app tutorials for new features, share important announcements, or prompt users to complete a specific action.
  • Gamification: Implement game-like elements such as points, badges, or leaderboards to motivate users to use your app more frequently. For example, reward users with points for completing tasks, achieving goals, or reaching milestones within your app.
  • Content freshness: Regularly update your app's content to keep users interested and engaged. For instance, introduce new articles, videos, or products, and update existing content to ensure it stays relevant and valuable.
  • User segmentation: Group users based on their behavior, preferences, or demographics, and tailor your engagement efforts accordingly. For example, target power users with special offers, provide beginner-friendly content for new users, or offer language-specific content for users from different regions.
  • In-app events and promotions: Organize in-app events or promotions that encourage users to return to your app more frequently. Examples include limited-time offers, seasonal sales, or exclusive content available only for a specific period.
  • Social features: Encourage user interaction and sharing by integrating social features within your app. For instance, enable users to share their achievements, invite friends to use the app, or create user-generated content to foster a sense of community.

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