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Daily Active Users

What is DAU or Daily Active Users?

Daily Active Users or DAU is the number of active users on an app on any given day. The count includes users from new app downloads and existing users.

Why does DAU matter?

Daily Active Users indicate how much the app is being used in a day and by how many users. Besides, it helps app developers calculate the retention rate and lifetime value of the users along with app stickiness.

How to calculate DAU

Below is the formula for calculating Daily Active Users.

DAU = New unique users + Unique returning users

Here is how you can calculate the average number of DAU for a month.

Average DAU = Sum of unique DAU on all days / Number of days in the month

Related Terms

App LTV

The LTV or Lifetime Value of a user is the average revenue they generate from all the app monetization streams throughout their lifespan of using the app. In other terms, LTV is the monetary value of an app user.

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