Daily Active Users (DAU)

Date created: Oct 12, 2022  •   Last updated: Oct 12, 2022

What is Daily Active Users

Daily Active Users are the number of unique users of an application or platform that have interacted with it in a day. This metric is used to track daily user engagement. Daily Active Users includes both new users and existing users who have interacted with the application.

Daily Active Users Formula

ƒ Count(Unique users who interacted with an application in a day)

How to calculate Daily Active Users

If, out of the 100 users of an application, 20 unique users interacted with it on a particular day then the DAU for that day is 20. This means that 20% of the users engaged with the application in a single day.

Start tracking your Daily Active Users data

Use Klipfolio PowerMetrics, our free analytics tool, to monitor your data.

Get PowerMetrics Free
Klipfolio dashboard image

What is a good Daily Active Users benchmark?

The Daily Active Users metric varies widely based on factors such as application type, user type, and application purpose. It is therefore more important to consider the context and look at desired target level of activity and trends over time, rather than trying to identify a benchmark for DAU.

How to visualize Daily Active Users?

Use a line chart to visualize your Daily Active Users data. This lets you observe changes in trend over time.

Daily Active Users visualization example

Daily Active Users

Line Chart

Here's an example of how to visualize your Daily Active Users data in a line chart over time.
arrow-right icon
arrow-right icon

Daily Active Users


Measuring Daily Active Users

More about Daily Active Users

Daily Active Users refers to the number of unique users of an application that have actively engaged with it at least once in a day. An active user can be a paying or non-paying user, for example, taking part in a free trial. Unique users can be identified by a username, an email, or a user id.

Frequency of application usage can vary depending on the nature of the application, the context of usage, and the role of the user. In general, examples of applications used daily include social and instant messaging, calendars, mail, and games.

The Daily Active User metric indicates the stickiness of an application with individual users. Sudden changes in daily usage trends can be an early warning sign of potential churn, because it can indicate that a technical issue may have occurred.

It is important to differentiate between tracking the daily active users and daily active accounts of an application because users are a subset of accounts, for most SaaS applications. Analyzing active users can highlight how valuable the application is to multiple unique users of an account as opposed to just the account level engagement.

Since DAU is such a granular level of usage tracking, it can highlight the activities or features of an application that get used daily, therefore bringing value to the customer. Conversely, tracking adoption of the features of an application that are determined to be the most useful can help predict future retention and churn.

Metric Toolkit