What is Daily Active Users (DAU)?
The number of unique users who interact with an app within a 24-hour window.
Daily active users (DAU) measures the number of unique users who interact with an 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 an app – regardless of how long they spend in it.
Why It Matters
DAU comprises both new users and returning users, allowing app teams to measure how quickly their app attracts new users and how "sticky" it is for existing users. An app with millions of downloads but low DAU indicates poor user engagement. DAU is crucial for calculating other KPIs like LTV, ARPDAU, and retention rate.
How to Calculate
First define what constitutes an "active user" (account creation, login, button click, or just opening the app). Then count unique users who performed that action in 24 hours. A unique visitor only counts once, no matter how many times they log in and out.
Industry Benchmarks
DAU benchmarks vary by app vertical and geography, but also depend on specific growth goals. Compare against industry averages within your vertical and monitor trends over time rather than focusing solely on absolute numbers.
Best Practices
To increase DAU: optimize user acquisition strategy with quality users, send strategic push notifications (avoid over-sending), use email reminders for onboarding, create special events and seasonal promotions, introduce daily rewards requiring daily app opens.
Examples
A gaming app defines active users as those who complete at least one game session. A fitness app counts users who log workouts or view progress. A social media app considers users active when they view their feed or post content.
Notes
DAU is more insightful than MAU for analyzing user behavior patterns. Monitor DAU alongside MAU to track churn rates over time. Focus on user acquisition of quality, relevant users who are more likely to become daily active users. Combine with engagement metrics like session length and in-app purchases for complete picture.