What is Daily Active Users?
Number of unique users engaging daily.
How to calculate it
Calculate Daily Active Users as: Count of unique users active per day. Pull the inputs from your connected data and track the trend over time in your dashboard.
Examples
Example 1
12,500 unique users logged in today. Define 'active' as a meaningful action, not just opening the app.
Example 2
12,500 unique users take a core action today, up from 11,000 a month ago, a 14% rise that points to improving engagement.
Why it matters
Daily active users (DAU) counts the unique users engaging each day and is a core engagement and growth signal. It reflects how many people find enough value to return daily and is a key input to the stickiness ratio. An inconsistent definition of 'active' makes the number unreliable across periods and teams.
Benchmark context
Track the trend and the DAU/MAU ratio rather than an absolute target; define 'active' as a meaningful action, not just opening the app.
Common pitfalls
Inconsistent definition of 'active'.
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