The term “active user” seems straightforward, but it can be oddly hard to define. But measuring your DAU and setting goals around it is a simple way to encourage a growth mindset among your team. Keep in mind, this is absolutely NOT the only number you should be looking at as you grow. Once you establish a baseline for your DAUs, tracking it over time can become a good benchmark for your team to work around. Watching your DAU will tell you how many people are looking into your service, but it is then your job to engage those people so they will come back day after day, week after week. Retaining and serving those customers is key to the success of your business. Measuring the daily traffic of your app or website gives a good sense of how many people are checking out your product and, hopefully, valuing what it does for them.Įach active user on your platform is a potential customer. Why measure DAU?Įvery SaaS business is after the same, elusive goal: a solid, sustainable user base. Be mindful of your DAU, always aim to grow it, and be clear in how you track it. A DAU can become a vanity number, and many companies like to share impressive DAU data that may have no actual bearing on the success of the business. It is easy to fall into the trap, however, of chasing a DAU goal for the wrong reasons. It can reveal trends, and even indicate user behavior. It can measure the growth rate of a product. Daily Active Users, or “DAU”, is a term used for the total number of people who open and engage with a mobile app or web product in a given day.
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