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SaaS Metrics

WAU (Weekly Active Users)

WAU counts unique active users over a 7-day window. It's often a better engagement signal for weekly cadence products than DAU.

Updated 2026-01-23

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.

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 "WAU (Weekly 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., WAU/MAU Calculator) to sanity-check assumptions.
  • Read the related guide (e.g., WAU/MAU: a weekly stickiness metric for B2B and weekly workflows) for context and common pitfalls.

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