Mobile App Terminology simply explained

What Are Daily Active Users?

Daily active users (DAU) measures the number of unique users who interact with your app within a 24-hour window. It can be used to measure user engagement, growth, and retention rates, as well as churn rates.

The metric takes into account new users and existing users who have been active in your app – regardless of how long they spend in it. Tracking your DAU shows you how many people use your app. It’s then up to you to further engage these users to keep them coming back, day after day.
Key Takeaways
  • Publishers measure DAU when they expect users to interact with their app daily
  • A unique visitor only counts once, no matter how many times they log out and back in again
  • DAU is more accurate than MAU in determining the extent of your app’s traction

The DAU Formula: How Do You Calculate DAU?

Before you calculate your daily active users, you first need to define what you recognize as an “active user.” Which action should your users complete in order to be considered an active user? Do they need to log in, click a button, or scroll? It’s better for you if a user’s daily activity demonstrate that they are truly engaging with the app, rather than just opening it.

Once you’ve decided on how to identify your active users, you are ready to calculate your daily active users. You can calculate your DAU using the following formula.

creative showing how to calculate DAU metric: Daily Active Users = Number of unique users logged in on a given day

Why Is DAU Important?

Your DAU metric comprises both new users and returning users. Separately, you can measure how quickly your app attracts new users and how quickly they return day over day. The DAU metric is a powerful KPI that begs the question: “Are users actually engaging with my app?”

Here’s why your daily active users metric matters.

1. User Engagement

With DAU, you can measure both user engagement and calculate potential user revenue. If you’re looking to increase user engagement rates in the long term, then it’s all about raking in more unique active users. 

When used together with monthly active users (MAU), the daily active users metric can help you track whether or not users are dropping off over time. Once you’ve sussed this out, take appropriate action to remedy the situation. Tracking this key metric over a period of time is often considered a more accurate way to determine if your app has significant traction than MAU. 

2. Use DAU to Calculate Other KPIs

Other key metrics, such as lifetime value (LTV), average revenue per day active user (ARPDAU), and retention rate can’t be calculated without relying on your DAU metric.

No publisher can deny that DAU is an absolutely crucial metric to consider for the health of their app. Nevertheless, active users don’t always indicate happy users. You should keep in mind that combining DAU with other KPIs will give you a better holistic picture of your users’ in-app experience. 

Besides combining DAU with other related metrics, such as weekly active users (WAU) and monthly active users (MAU), don’t neglect your user acquisition metrics, in-app purchases (IAPs), reviews, and time spent in your app when it comes to assessing your app’s performance and if there are any problems to address.

3. Compare with Industry Standards

Leverage comparative data when it comes to measuring the success of your app. By looking at how your daily active users compares against industry averages, you can get a sense of how well (or how poorly) you’re performing.

What is a good number of daily active users? Benchmarks will vary depending on the app vertical and GEO in which it is being used – but also on your particular growth goals. If you want to increase your DAU, you will most likely increase your user acquisition efforts.

How Do I Boost Daily Active Users?

To ramp up the number of your DAUs in your app, you should look to enhance your user acquisition strategy and grow your user base with paid media. 

Otherwise, you can take the following steps to keep the users you have already acquired engaged: 

  • Send users push notifications to re-engage them in your app – but avoid alienating your users by sending them too often
  • Remind your users of your app via email – this could help particularly with onboarding 
  • Create special events that drive users back to your app; this can be done with live-ops or even promotions to earn in your app.


To wrap things up, the DAU metric is invaluable for measuring the success of your mobile app and its lifetime value (LTV). The more users interact with an app on a daily basis, the “stickier” an app is. A growing DAU metric is a great sign that you’re doing something right.


What Are Daily Active Users?

Daily active users (DAU) refers to the unique daily visitors who use your app, whether online or offline.

How Is Daily Active Users Measured?

You can calculate daily active users by counting the number of unique users who opened your app within the last 24 hours.

What Is a Good Number of Daily Active Users?

A healthy DAU rate for an app should be over 20 percent. The higher the percentage, the better.

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