{"id":14954,"date":"2025-10-05T13:59:56","date_gmt":"2025-10-05T13:59:56","guid":{"rendered":"https:\/\/adjoe.io\/?post_type=glossary&#038;p=14954"},"modified":"2025-10-23T15:14:38","modified_gmt":"2025-10-23T15:14:38","slug":"daily-active-users-dau","status":"publish","type":"glossary","link":"https:\/\/adjoe.io\/zh-tw\/glossary\/daily-active-users-dau\/","title":{"rendered":"Daily Active Users (DAU)"},"content":{"rendered":"\n<div class=\"glossary-description\">\n\t\t<div class=\"glossary-description__wrapper\">\n              <h1 class=\"glossary-description__title\">\n          What Are Daily Active Users? Definitive Guide to DAU.\n        <\/h1>\n      \t\t\t<div class=\"glossary-description__icon\"><\/div>\n\t\t\t<div class=\"glossary-description__text\">\n\t\t\t\tDaily active users (DAU) is a metric that shows the total 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 rate.  <br> <br> This key metric takes into account new users and existing users who have been active in an app \u2013 regardless of how long they spend in it. <br> <br> Tracking DAU helps you understand how many people use your app. It\u2019s then up to you to further engage these users to keep them coming back, on a daily basis.\n\t\t\t<\/div>\n\t\t<\/div>\n<\/div>\n\n\n\n<div class=\"glossary-takeaways\">\n\t<div class=\"container\">\n\t\t<div class=\"glossary-takeaways__wrapper\">\n\t\t\t<div class=\"glossary-takeaways__title\">\n\t\t\t\tKey Takeaways\n\t\t\t<\/div>\n\t\t\t<div class=\"glossary-takeaways__text\">\n\t\t\t\t<ul>\n<li>The Daily Active User metric can tell you how good your app is at retaining users.<\/li>\n<li>A number of unique users only counts once, no matter how many times they log out and back in again.<\/li>\n<li>DAU is more insightful than MAU (monthly active users) when it comes to analyzing user behavior.<\/li>\n<li>DAU is often considered a vanity metric unless it is analyzed alongside MAU to calculate App Stickiness. The DAU\/MAU ratio is a crucial key metric that tells you how well your app is retaining users and forming a habit.<\/li>\n<li>In some business models (like Fintech or B2B), Weekly Active Users (WAU) may be a more relevant indicator of user activity than DAU.<\/li>\n<\/ul>\n\n\t\t\t<\/div>\n\t\t<\/div>\n\t<\/div>\n<\/div>\n\n\n\n<h2 class=\"wp-block-heading\">How Do You Calculate Daily Active Users (DAU)?<\/h2>\n\n\n\n<div style=\"height:24px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Before finding out how to calculate daily active users, app marketing teams first need to define what their app recognizes as \u201c<a href=\"https:\/\/adjoe.io\/glossary\/active-user-rate\/\" target=\"_blank\" rel=\"noreferrer noopener\">active users<\/a>.\u201d&nbsp;<\/p>\n\n\n\n<p>What action should users complete in order to be considered an active user? Do they need to create an account and log in, click a button, or scroll \u2013 or just open the app?&nbsp;<\/p>\n\n\n\n<p>Once they\u2019ve decided on how to identify their active users, they are ready to calculate their daily active users as follows:<\/p>\n\n\n\n<div style=\"height:34px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-large is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"569\" src=\"https:\/\/adjoe.io\/app\/uploads\/2024\/08\/daily-active-user-formula-1024x569.png\" alt=\"Daily active users formula for how to calculate daily active users. What are daily active users? 2026 calculate daily active users \" class=\"wp-image-83741\" style=\"width:710px\" srcset=\"https:\/\/adjoe.io\/wp-content\/uploads\/2024\/08\/daily-active-user-formula-1024x569.png 1024w, https:\/\/adjoe.io\/wp-content\/uploads\/2024\/08\/daily-active-user-formula-300x167.png 300w, https:\/\/adjoe.io\/wp-content\/uploads\/2024\/08\/daily-active-user-formula-768x427.png 768w, https:\/\/adjoe.io\/wp-content\/uploads\/2024\/08\/daily-active-user-formula-1536x854.png 1536w, https:\/\/adjoe.io\/wp-content\/uploads\/2024\/08\/daily-active-user-formula.png 1875w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<div style=\"height:36px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\">Why are Daily Active Users Important?<\/h2>\n\n\n\n<div style=\"height:33px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>An app\u2019s daily active user (DAU) metric comprises both new users and returning users. App marketing teams can simultaneously measure how quickly their app attracts new users and how quickly they return day after day \u2013 or how \u201csticky\u201d their app is.\u00a0<\/p>\n\n\n\n<p>An app with millions of downloads but a low DAU metric begs the question: \u201cAre users actually engaging with this app?\u201d<\/p>\n\n\n\n<p>Here\u2019s why the daily active users metric matters in app marketing.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">1. User Engagement<\/h3>\n\n\n\n<p>DAU allows app publishers to measure both user engagement and calculate potential user revenue. If teams want to increase user engagement rates in the long term, they must also be able to bring in more unique active users.&nbsp;<\/p>\n\n\n\n<p>When monitored together with <a href=\"https:\/\/adjoe.io\/glossary\/monthly-active-users-mau\/\" target=\"_blank\" rel=\"noreferrer noopener\">MAU<\/a>, the DAU metric can help apps track whether or not users are churning over time and take appropriate action to remedy the situation.\u00a0<\/p>\n\n\n\n<p><\/p>\n\n\n\n<h3 class=\"wp-block-heading\">2. Use DAU to Calculate Other KPIs<\/h3>\n\n\n\n<p>Other key metrics, such as <a href=\"https:\/\/adjoe.io\/glossary\/app-lifetime-value-ltv\/\" target=\"_blank\" rel=\"noreferrer noopener\">lifetime value (LTV)<\/a>, average revenue per day active user (<a href=\"https:\/\/adjoe.io\/glossary\/what-is-arpdau\/\" target=\"_blank\" rel=\"noreferrer noopener\">ARPDAU<\/a>), and <a href=\"https:\/\/adjoe.io\/glossary\/app-retention-rate\/\" target=\"_blank\" rel=\"noreferrer noopener\">retention rate<\/a> can\u2019t be calculated without knowing an app\u2019s DAU metric.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"944\" height=\"1024\" src=\"https:\/\/adjoe.io\/app\/uploads\/2024\/08\/using-dau-to-calculate-other-metrics-944x1024.png\" alt=\"What are Daily active users?  How to calculate daily active users? 2026 guide. \" class=\"wp-image-84487\" style=\"width:710px\" srcset=\"https:\/\/adjoe.io\/wp-content\/uploads\/2024\/08\/using-dau-to-calculate-other-metrics-944x1024.png 944w, https:\/\/adjoe.io\/wp-content\/uploads\/2024\/08\/using-dau-to-calculate-other-metrics-277x300.png 277w, https:\/\/adjoe.io\/wp-content\/uploads\/2024\/08\/using-dau-to-calculate-other-metrics-768x833.png 768w, https:\/\/adjoe.io\/wp-content\/uploads\/2024\/08\/using-dau-to-calculate-other-metrics-1416x1536.png 1416w, https:\/\/adjoe.io\/wp-content\/uploads\/2024\/08\/using-dau-to-calculate-other-metrics.png 1875w\" sizes=\"auto, (max-width: 944px) 100vw, 944px\" \/><\/figure>\n\n\n\n<p>No publisher can deny that DAU is a crucial metric to consider to understand app stickiness. Active users however don\u2019t always indicate happy users \u2013 so they should keep in mind that combining DAU with other KPIs will give a better holistic picture of users\u2019 in-app experience.&nbsp;<\/p>\n\n\n\n<p>Besides combining DAU with other related metrics, such as monthly active users (MAU), apps shouldn\u2019t neglect their user acquisition metrics, <a href=\"https:\/\/adjoe.io\/glossary\/in-app-purchases\/\" target=\"_blank\" rel=\"noreferrer noopener\">in-app purchases (IAPs)<\/a>, reviews, and time spent in the app. These are all critical to help app marketers better understand their app\u2019s performance and if there are any problems to address.<\/p>\n\n\n\n<div style=\"height:39px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>3. Use DAU to Estimate App Stickiness<\/strong><\/h2>\n\n\n\n<div style=\"height:31px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>You can only go so far if you\u2019re looking at DAU in isolation from other metrics. It\u2019s like judging a car by it\u2019s max speed <em>only<\/em>. The biggest value of the DAU metric comes when it works in conjunction with <strong>MAU (Monthly Active Users)<\/strong>. That\u2019s how you can estimate whether your app is sticky enough. In other words, whether your app is engaging or addictive enough to trigger repeated app launches by the user.<br><br>Try this formula:<br><br><strong>App Stickiness = (DAU \/ MAU) x 100%<br><\/strong><br>The resulting percentage of this formula shows how often an average user visits your app per month. For apps that are used daily (think social networks or messengers), a high ratio of 20\u201350% or more is the standard. <\/p>\n\n\n\n<p>Take a low stickiness rate with a high MAU as a serious user retention issue. Yes, users download your app, but they also forget about it.<br><br>\ud83d\udca1 <strong>Pro Tip<\/strong>: Your app\u2019s success might be more dependent on WAU (Weekly Active Users).<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"790\" src=\"https:\/\/adjoe.io\/app\/uploads\/2025\/10\/DAU-Stickiness-1-1024x790.png\" alt=\"Use Daily active users to Estimate App Stickiness - What are daily active users?  \" class=\"wp-image-114062\" srcset=\"https:\/\/adjoe.io\/wp-content\/uploads\/2025\/10\/DAU-Stickiness-1-1024x790.png 1024w, https:\/\/adjoe.io\/wp-content\/uploads\/2025\/10\/DAU-Stickiness-1-300x232.png 300w, https:\/\/adjoe.io\/wp-content\/uploads\/2025\/10\/DAU-Stickiness-1-768x593.png 768w, https:\/\/adjoe.io\/wp-content\/uploads\/2025\/10\/DAU-Stickiness-1-1536x1185.png 1536w, https:\/\/adjoe.io\/wp-content\/uploads\/2025\/10\/DAU-Stickiness-1-2048x1581.png 2048w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p><br><br>For some app business models, WAU would be the main engagement metric to look into. Fintech, utility or B2B apps are simply used on a weekly, rather than daily basis.<br><br>Anyway, to paint a complete picture, use all three comparatively:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>High DAU, Low WAU:<\/strong> Extremely rare, probably a seasonal event or anomaly.<\/li>\n\n\n\n<li><strong>High WAU, Low DAU:<\/strong> Completely normal for apps used only a couple times a week (shopping apps, banking apps, etc). In this case, it\u2019s simply wrong to focus exclusively on growing DAU. As by doing so, you are working against the logic of your own business vertical.<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">4. <strong>Segment and Compare with Industry Standards<\/strong><\/h3>\n\n\n\n<p>Finally, you can get a sense of how well (or how poorly) your app is performing by looking at how the daily active users number compares against industry averages.<br><br>What is a good number of daily active users on mobile apps? Benchmarks will vary depending on the app vertical and the geo in which it is being used \u2013 but also on an app\u2019s particular growth goals. <\/p>\n\n\n\n<p>However, you can always consider DAU not only alongside other KPIs, but also against its own segments for deeper insights into performance.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Cohort DAU: <\/strong>For the most critical analysis, track the DAU of users acquired over a given period (like November 2026 or Week 86). This way DAU provides deeper insights. For example, if the DAU of a cohort acquired via a paid channel declines faster than that of an organic cohort, this is a signal to watch for. This could indicate low-quality traffic or a product that isn&#8217;t performing as expected.<\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>DAU by geo and platform: <\/strong>User activity of users based in Tier 1 and Tier 2 countries, on iOS and Android, won\u2019t be the same. Segmenting by OS and region will reveal the strengths and weaknesses of your targeting, as well as the misalignments in your retention strategy.\u00a0<\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Feature DAU: <\/strong>User activity doesn&#8217;t stop at the login. It\u2019s important to track DAU not only among users who open your app, but also separately among those who use your core features. If they log in but don&#8217;t use the key features, deem your DAU useless.<br><br>In any case, if you <strong>want to increase DAU<\/strong>, you will need to increase your app\u2019s <a href=\"https:\/\/adjoe.io\/blog\/user-acquisition\/\">user acquisition<\/a> efforts.<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\">How to Increase Daily Active Users?<\/h2>\n\n\n\n<p>Marketers wanting to know <strong>how to increase daily active users on mobile apps<\/strong>, should first of all optimize their user acquisition strategy and grow their user base with paid media. This user base should consist of quality users, users to whom the app is most relevant. These users are more likely to convert into daily active users.<\/p>\n\n\n\n<p>After that, they can take steps to keep the users they have already acquired engaged:<br><\/p>\n\n\n\n<h3 class=\"wp-block-heading\">1. Add an \u201cAha!\u201d moment in the onboarding flow<\/h3>\n\n\n\n<p>After winning over a user, you need to show them why your app deserves their daily attention. And the sooner they see the value, the better.<br>Add at least one moment for user to realize that your app solves one of their problems.<\/p>\n\n\n\n<p><br>For a game, it could be the first successful level; for a productivity app \u2013 the first completed task. Use the &#8220;learning by doing&#8221; method instead of boring manuals. Practice shows: users who complete an important action independently on the first day are more likely to return the next day.<br><br>Optimize onboarding so users reach this moment quickly; in 3-5 steps max. The faster they reach this moment, the sooner they come back, the higher your app\u2019s DAU becomes.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">2. Deep personalization and deep linking<\/h3>\n\n\n\n<p>Push notifications grab attention. Don\u2019t stop there: make them personalized and add deep linking to show your app creates value.<br><br>If it&#8217;s social media, instead of &#8220;Open the app to connect with friends&#8221;, why don\u2019t you use &#8220;Your friends just posted 5 new photos. Check them out!&#8221;. The message should be based on the user&#8217;s previous activity.<br><br>For added re-engagement, use deep links to cut unnecessary steps and friction. Make the notification take the user directly to the feature or content it refers to, not the home screen.<br><br><strong>Other strategies to consider for growing the DAU numbers include:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Remind users of an app via email<\/strong>: this could help, particularly, with onboarding\u00a0<\/li>\n\n\n\n<li><strong>Create special events that drive users back to an app<\/strong>: this can be done with live-ops or even <a href=\"https:\/\/adjoe.io\/blog\/leverage-mobile-gamer-seasonality-ua-strategy\/\" target=\"_blank\" rel=\"noreferrer noopener\">seasonal promotions<\/a> to earn rewards<\/li>\n\n\n\n<li><strong>Introduce daily rewards<\/strong>: this will require users to open an app every day<\/li>\n<\/ul>\n\n\n\n<div style=\"height:37px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-large is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"1008\" height=\"1024\" src=\"https:\/\/adjoe.io\/app\/uploads\/2024\/08\/how-to-increase-daily-active-users--1008x1024.png\" alt=\"Daily active users - diagram showing how UA strategy and engagement strategy are important for DAU\" class=\"wp-image-83743\" style=\"width:710px\" srcset=\"https:\/\/adjoe.io\/wp-content\/uploads\/2024\/08\/how-to-increase-daily-active-users--1008x1024.png 1008w, https:\/\/adjoe.io\/wp-content\/uploads\/2024\/08\/how-to-increase-daily-active-users--295x300.png 295w, https:\/\/adjoe.io\/wp-content\/uploads\/2024\/08\/how-to-increase-daily-active-users--768x780.png 768w, https:\/\/adjoe.io\/wp-content\/uploads\/2024\/08\/how-to-increase-daily-active-users--1512x1536.png 1512w, https:\/\/adjoe.io\/wp-content\/uploads\/2024\/08\/how-to-increase-daily-active-users-.png 1875w\" sizes=\"auto, (max-width: 1008px) 100vw, 1008px\" \/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\"><strong><strong>Know DAU to Increase DAU<\/strong><\/strong><\/h2>\n\n\n\n<p>The <strong>Daily Active Users <\/strong>(DAU) metric is invaluable for measuring app stickiness and how users interact with an app on a daily basis.&nbsp;App marketers know that an increasing DAU metric, in combination with higher engagement and app retention rates, is a great sign that apps are acquiring and engaging the right users.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>FAQs<\/strong><\/h2>\n\n\n\n<div class=\"schema-faq wp-block-yoast-faq-block\"><div class=\"schema-faq-section\" id=\"faq-question-1646328622399\"><strong class=\"schema-faq-question\">What Are Daily Active Users?<\/strong> <p class=\"schema-faq-answer\"><strong>Daily active users (DAU)<\/strong> refers to the unique daily visitors who use your app, whether online or offline.<br\/><br\/><\/p> <\/div> <div class=\"schema-faq-section\" id=\"faq-question-1646328655930\"><strong class=\"schema-faq-question\">How Do You Measure Daily Active Users?<\/strong> <p class=\"schema-faq-answer\">You can calculate daily active users by counting the number of unique users who opened your app or mobile game within the last 24 hours.<\/p> <\/div> <div class=\"schema-faq-section\" id=\"faq-question-1646328656984\"><strong class=\"schema-faq-question\">How Can You Increase Your DAU Metric?<\/strong> <p class=\"schema-faq-answer\">First, you need to optimize your user acquisition strategy and grow your user base. This user base should consist of quality users, users to whom the app is most relevant. You can then implement initiatives such as sending push notifications or emails or giving users the opportunity to earn daily in-app rewards.<br\/><\/p> <\/div> <\/div>\n","protected":false},"author":24,"featured_media":31983,"menu_order":0,"template":"","ppma_author":[74,51],"class_list":["post-14954","glossary","type-glossary","status-publish","has-post-thumbnail","hentry"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.1.1 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>What are Daily Active Users (DAU): Definition, Calculate DAU<\/title>\n<meta name=\"description\" content=\"What is Daily Active Users DAU? 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