![]() But look at other metrics to ensure you aren’t being misled. A continuous rise in your DAU is confirmation that your app is growing. However, keep in mind that spikes in usage could be due to temporary events (like PR coverage) and then fizzling out quickly. This may be a sign that your app is going through ‘growth’ and developing a level of stickiness for users. How to interpret changes in Daily Active Users A significant rise in DAU When a company is still figuring out its audiences’ behaviors, there may be a lot of assumptions and guessing on what it could be like, but you’ll never know for sure until you measure and analyze app usage - DAU is one such measurement that’ll help prove or disprove an assumption. Provides clarity on assumptions about user behaviour This enables marketing teams to understand the behaviour of their ideal customers - when and how to target them. For example, a card delivery app may see spikes in daily usage around particular days of celebration, while social apps will see daily usage at a high level every day. It helps identify when users are on the appĪs a result, you'll have a better idea of why people are using it. Tracking DAU can play an important part in analyzing the impact of product development - when, for example, a new feature is released and the Product Manager wants to see how it impacts usage and retention from the moments after its release - in other words, the product’s stickiness. ![]() However, if this is for some reason, not the case and you want to work out daily active users from monthly active users, for example, all you need to do is: The DAU formula Why Daily Active Users is important to track app usage It shows fluxes between days Most analytics software will provide this metric for you to just export without doing any manual calculation. Take the total amount of unique visitors who logged in or entered your app on a given day. To ensure you’re getting the full picture of user engagement you need to use it alongside Monthly Active Users and Cohort Analysis. Used on its own, Daily Active Users is not that valuable to track performance, and can easily fall into the waters of being a vanity metric. It is a key component for tracking how engaged your users are with your app, and how much use they find in it. To put it simply, DAU is a measurement of your total number of active users in a day. Each user that performs this action is counted as a unique data point, giving developers or product teams a precise count for how many people are engaged with their app. In the world of mobile, the term relates to a user that has accessed an app within a given period. We need to begin by making clear what an ‘ active user’ is in the first place. But how are they used differently? Which one is more important? And why should you be reporting on both? What is considered an active user for mobile apps? These metrics should also be part of any product or marketing teams' KPIs - Daily Active Users (DAU) and Monthly Active Users (MAU). If your app has a subscription model, you need to track key metrics to understand user engagement, growth potential and churn.
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