Appsflyer metrics

App marketing metrics comparison

App marketing is all about the data - but how do you know what to measure? Quickly compare metrics to be sure you're tracking what matters, giving you confidence in your campaign decisions.

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Daily active users (DAU) VS Monthly active users (MAU)

Description
Daily active users (DAU)
DAU measures the number of unique users who engage with your app within a 24-hour window.
Monthly active users (MAU)
MAU measures the number of unique users who engage with your app over the course of a month.
Target audience
Daily active users (DAU)
App owners, marketers, and product managers
Monthly active users (MAU)
App owners, marketers, and product managers
Benefits
Daily active users (DAU)

• Helps you assess the effectiveness of your campaigns
• Helps measure your app’s popularity (its “stickiness”) and user experience
• Indicates your app’s general health and growth potential

Monthly active users (MAU)

• Indicates engagement and retention over time
• Shows the effectiveness of your marketing activities and user experience
• Helps you assess current and potential growth

How to calculate
Daily active users (DAU)
Total number of unique users who meet your defined "active" criteria and interacted with your app in a set 24-hour period
Monthly active users (MAU)
Total number of unique users who meet your defined "active" criteria and interacted with your app in a set 30-day period
How to improve it?
Daily active users (DAU)

• Optimize your onboarding strategy so users understand the true value of your app
• Engage and re-engage users through multiple channels: push notifications, in-app notifications, emails, and SMS
• Use deep links for a seamless user experience

Monthly active users (MAU)

• Optimize your onboarding strategy so users understand the true value of your app
• Engage and re-engage users through multiple channels: push notifications, in-app notifications, emails, and SMS
• Use deep links for a seamless user experience

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Daily active users (DAU)
Monthly active users (MAU)
Background
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