Glossary
Daily Active Users (DAU)
Daily Active Users (DAU)
Daily active users (DAU) is a metric to measure how many unique users interacted with the app on a given day.

What is daily active users?

Daily active users (DAU) is a metric that measures the number of unique users interacting with an app on a given day. It is a common way to gauge the popularity and engagement of an app and is often used as a benchmark for comparing the performance of different platforms or tracking the growth or decline of a single platform over time. DAUs are typically expressed as a daily average over a given period and can be further broken down by demographics, location, or other variables to provide a more detailed understanding of user behavior.

Why is daily active users important?

DAU is an important metric for mobile marketers because it measures the popularity and engagement of a mobile app. High DAU numbers can indicate that a mobile app is well-used and well-liked, which can be attractive to marketers looking to reach a large and engaged audience. Conversely, low DAU numbers can indicate that a mobile app is not as popular or engaging. In addition to providing insight into the overall performance of a mobile app, DAU can also be a valuable metric for tracking the success of marketing campaigns or for comparing the performance of different mobile apps. For example, if a marketing campaign is successful in driving up the DAU of a mobile app, it may be considered a success by the marketers. Similarly, if one mobile app has a higher DAU than another, it may be viewed as a more attractive option for marketing efforts. Overall, tracking DAU can provide valuable insights into the performance and potential of a mobile app and can help mobile marketers make informed decisions about where to allocate their resources.

How do you calculate DAU?

DAUs can be calculated by taking the total number of unique users who interact with a platform in a given day and dividing it by the number of total days in a given time period, such as a month or a year.

To calculate daily active users (DAU), you must first determine the number of unique users interacting with the app on a given day. To do this, you can use an analytics tool that tracks user activity on your platform. Once you have this information, you can calculate your DAU by dividing the number of unique users by the number of days in the time period you are interested in. For example, if you have 10,000 unique users on your platform in a 30-day month, your DAU for that month would be 333.3 (10,000 / 30 = 333.3). You can also calculate your DAU on a yearly basis by dividing the total number of unique users by the number of days in the year. It's important to note that the way you define "interaction" with your platform may vary depending on the specific goals and metrics you are trying to track. For example, you might consider a user to be "active" if they simply visit your website, or you might consider them to be active only if they have taken a specific action.

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