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Daily Active Users Definition
Daily Active Users (DAU) measures the count of distinct individuals who open or interact with an app within a 24-hour period. It’s a crucial metric for assessing real-time engagement, retention patterns, and product stickiness, often paired with Monthly Active Users (MAU) for deeper insight.
How Daily Active Users Works
- An analytics tool logs each unique user who performs a qualifying in-app action.
- Each user is counted only once per day, regardless of activity volume.
- Platforms like Firebase, Mixpanel, or Amplitude aggregate this data into daily reports.
Example of Daily Active Users
A mobile fitness app launches a new challenge, boosting DAU from 80,000 to 120,000 overnight, proving the feature’s appeal.
Why Daily Active Users Matters in Advertising
- Helps identify peak user engagement times.
- Aids in campaign timing for higher ad visibility.
- Indicates app health and short-term user loyalty.
- Guides monetization and ad inventory planning.
