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Daily Active Users (DAUs) quantifies the number of individual users who are active in an app or platform within a 24-hour period.
This metric serves as a pulse check on user engagement and product stickiness, offering a snapshot of day-to-day usage. It can signal product adoption, inform retention strategies, and identify spikes or drops in engagement potentially tied to feature releases or service issues. It's important for gauging daily customer interactions and useful to analyse by cohorts to assess user behaviour over time.
Count Unique Users Who Engaged Within Day
To calculate DAUs, count the unique users who have engaged with your app or platform within a specific 24-hour period. This means tracking each individual user’s interaction at least once within that day, ensuring no user is counted more than once in the same day.
Best practices include segmenting DAUs by user type or engagement level to understand who drives usage. It's useful to correlate DAUs with new features or marketing initiatives to understand what drives usage. Monitoring DAUs alongside Monthly Active Users (MAUs) is important for deeper behavioural insights and monitoring product stickiness.
Don't equate high DAUs with product success and inevitable monetisation or user satisfaction. Just because people use your product on a given day doesn't mean they like it or will continue using it. DAUs should be combined with revenue and retention metrics to get a holistic view of product health.
