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.
Measured as
DAU = unique active users in a day
Misused when
- 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.
Operator takeaway
- 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.
- Keep DAU (Daily Active Users) consistent by cohort, segment, and period before you use it as a decision signal in planning or reporting.
- Interpret the metric alongside retention, margin, or payback so one ratio does not hide the real operating trade-off.
Next decision
- Quantify the impact with DAU/MAU (Stickiness) Calculator if you need to turn the definition into an operating assumption.
- Read DAU/MAU stickiness: formula, benchmarks, and when the ratio misleads if the decision depends on interpretation, policy, or trade-offs beyond the raw formula.
Where to use this on MetricKit
Calculators
- DAU/MAU (Stickiness) Calculator: Compute DAU/MAU stickiness and translate it into implied active days per month.
Guides
- DAU/MAU stickiness: formula, benchmarks, and when the ratio misleads: Use DAU/MAU to understand product stickiness, define active users consistently, and judge when WAU/MAU is a better fit. Includes formula, interpretation, and common mistakes.
- PLG metrics hub: activation, trial conversion, stickiness, and adoption: A practical hub for product-led growth metrics: activation rate, trial-to-paid, DAU/MAU and WAU/MAU stickiness, feature adoption, and PQL-to-paid conversion.