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 Weekly active users (WAU)

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

Weekly active users (WAU)

• Shows app “stickiness” – whether users want to engage with your app regularly
• Helps you gauge user engagement and identify revenue opportunities
• Indicates the overall success of your app

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
Weekly active users (WAU)
Total number of unique active users who meet your defined "active" criteria and interacted with your app in a set seven-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

Weekly active users (WAU)

• 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

Read more
Daily active users (DAU)
Weekly active users (WAU)
Background
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