Daily Active Users (DAU)

Weekly Active Users (WAU) measures the number of unique users who engage with your app within a 7-day window. WAU is particularly valuable for apps where daily usage isn't expected but weekly interaction is, such as business tools, productivity apps, and analytics platforms. This metric bridges the gap between daily and monthly active users, helping you understand weekly engagement patterns.

Monthly Active Users (MAU) represents the number of unique users who engage with your app within a 30-day window. Unlike daily active users (DAU), MAU is typically used by travel, financial, or utility apps where users are expected to interact a few times a month rather than daily.

Active users is a fundamental metric that counts the number of unique individuals who engage with your mobile app within a specific time period. This metric serves as a key indicator of app health, user engagement, and growth potential. By tracking active users across different time frames—daily (DAU), weekly (WAU), and monthly (MAU)—app developers and marketers can measure product stickiness, evaluate marketing effectiveness, and make data-driven decisions to optimize user acquisition and retention strategies.

ARPDAU, or Average Revenue Per Daily Active User, measures the average revenue generated by each active user on a daily basis. This granular monetization metric is particularly valuable for apps expecting frequent user engagement, such as mobile games, social apps, and subscription-based services. Unlike broader metrics like ARPU, ARPDAU provides immediate visibility into how app changes, promotional events, or monetization adjustments impact daily revenue generation. ARPDAU stands for Average Revenue Per Daily Active User. It is a key performance indicator (KPI) that calculates the average amount of revenue an app generates from each user who actively engages with the app on a given day. This metric captures revenue from all monetization sources, including in-app purchases (IAP), subscriptions, and in-app advertising (IAA).

App retention refers to the capacity of an application to sustain users' engagement and activity for a specified duration after they have downloaded and installed it on their devices. It gauges the proportion of users who revisit the app after their initial download and reuse it. Essentially, app retention is an indicator of user loyalty and demonstrates the app's ability to deliver a positive user experience and satisfy user requirements over time. Retention rates are typically measured on Day 1, Day 7, and Day 30. High app retention rates are critical for the success of an app because they suggest that users perceive value in the app and are inclined to continue using it in the future.