Make Daily Active Users more than a vanity metric with faster analysis of every available factor.
Moving beyond simple Daily Active Users (DAU) reports to concrete, actionable growth insights is an ongoing, frustrating, and time-consuming challenge. But done right, it’s the path to understanding what truly engages and excites your customers.
Tracking DAU starts by defining the specific actions that indicate real activity. It’s frequently more than just a login or pageview, which can be passive. For example, active could be:
The challenge in analyzing DAU is in identifying the activities that lead to meaningful engagement. With dozens of possible factors, if you’re not analyzing why DAU is changing you’ll easily overlook meaningful factors and opportunities to retain and engage users.
Daily Active Users measures how many unique visitors or users interact with your app or site in a given day.
DAU = Count of active users in a period
To understand the key drivers behind a changing DAU and to diagnose how it relates to other engagement metrics, start by tracking as many factors as possible. Each row should represent a unique user, with one record per time period.
For diagnosing DAU, the wider your data, the better. Start with the recommended fields below and add as many descriptive variables as you can to augment your analysis.
Customer Acquisition Date
Customer Tenure (Days)
New Customer (T/F)
Days Since Last Log In
Customer City, State, Zip
Number of Users on Account