Definition
WAU counts unique active users over a 7-day window. It's often a better engagement signal for weekly cadence products than DAU.
Formula
WAU = unique active users in a week
How to use it
- Use WAU/MAU for weekly workflows and B2B cadence products.
- Keep 'active' definition consistent across WAU and MAU.
Common mistakes
- Using inconsistent windows (rolling 7 days vs calendar week) without noting it.
- Comparing WAU across products with different usage expectations.
Measured as
WAU = unique active users in a week
Misused when
- Using inconsistent windows (rolling 7 days vs calendar week) without noting it.
- Comparing WAU across products with different usage expectations.
Operator takeaway
- Use WAU/MAU for weekly workflows and B2B cadence products.
- Keep 'active' definition consistent across WAU and MAU.
- Keep WAU (Weekly 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 WAU/MAU Calculator if you need to turn the definition into an operating assumption.
- Read WAU/MAU: a weekly stickiness metric for B2B and weekly workflows if the decision depends on interpretation, policy, or trade-offs beyond the raw formula.
Where to use this on MetricKit
Calculators
- WAU/MAU Calculator: Compute WAU/MAU and translate it into implied active weeks per month.
- DAU/MAU (Stickiness) Calculator: Compute DAU/MAU stickiness and translate it into implied active days per month.
Guides
- WAU/MAU: a weekly stickiness metric for B2B and weekly workflows: WAU/MAU explained: when to use it instead of DAU/MAU, how to calculate it correctly, and how to interpret it.
- 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.