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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Monthly active users (MAU) VS Weekly active users (WAU)

Description
Monthly active users (MAU)
MAU measures the number of unique users who engage with your app over the course of a month.
Weekly active users (WAU)
WAU measures the number of unique users who engage with your app over the course of a week.
Target audience
Monthly active users (MAU)
App owners, marketers, and product managers
Weekly active users (WAU)
App owners, marketers, and product managers
Benefits
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

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
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
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?
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

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
Monthly active users (MAU)
Weekly active users (WAU)
Background
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