Monthly Active Users (MAU)

Daily Active Users (DAU) measures the number of unique users who engage with your app within a 24-hour window. This metric is essential for understanding your app's daily engagement levels and is particularly important for apps where daily interaction drives success, such as social media, gaming, and messaging platforms. DAU helps product teams assess user engagement, track campaign effectiveness, and identify patterns in user behavior.

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.

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.

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.

The percentage of users who stop using your mobile app over a specific time period. Churn rate is the inverse of retention rate and serves as a critical health indicator for any app business. For subscription apps, tracking churn is essential since even small reductions in churn can significantly impact revenue and customer lifetime value (LTV). Churn rate, also known as attrition rate, measures the percentage of users who stop using your mobile app over a specific period. In the context of mobile applications, churn represents users who disengage from your app—whether they uninstall it completely, cancel their subscription, or simply stop opening and interacting with it.