DAU, WAU & MAU

DAU, WAU, and MAU count the number of unique users who engaged with a product within a day, week, or month respectively — standard measures of active usage.

What counts as "active" is entirely product-defined and not standardized across companies — opening the app, completing a core action, or just being logged in can all qualify depending on how a team sets it up, so DAU/MAU figures aren't directly comparable across companies without knowing each one's definition.

The DAU/MAU ratio (often called "stickiness") is a commonly used engagement-frequency proxy — a ratio near 50% suggests most monthly users engage nearly every day (typical of habitual, daily-use products like messaging apps), while a ratio near 10% suggests infrequent, occasional use (more typical of something like a tax-filing or travel-booking app).