DAU (Daily Active Users)

Definition

DAU counts unique active users on a given day. The definition of 'active' must be consistent (session vs key event).

Formula

DAU = unique active users in a day

Example

If 3,200 users trigger your core event today, DAU is 3,200.

How to use it

• Define 'active' using a meaningful value event when possible.
• Track DAU alongside MAU/WAU to understand frequency and seasonality.
• Segment by persona or plan to avoid blended averages masking churn.
• Monitor DAU alongside retention cohorts to validate engagement quality.

Common mistakes

• Using DAU from one definition and MAU from another (not comparable).
• Comparing DAU across segments without adjusting for expected cadence.
• Counting internal or test users in DAU.
• Optimizing DAU by lowering the activation threshold and inflating counts.

Why this matters

This term matters because small changes compound in SaaS metrics. Use consistent definitions by cohort and segment so you can diagnose retention, payback, and growth quality.

Practical checklist

• Write a 1-line definition for "DAU (Daily Active Users)" that your team will use consistently.
• Keep the time window consistent (weekly/monthly/quarterly) when comparing trends.
• Segment results (channel/plan/cohort) before drawing big conclusions from blended averages.
• Use a calculator that references this term (e.g., DAU/MAU (Stickiness) Calculator) to sanity-check assumptions.
• Read the related guide (e.g., DAU/MAU (stickiness): definition, how to calculate, and benchmarks) for context and common pitfalls.

Where to use this on MetricKit