What are active users?
An active user in mobile marketing is a person who regularly uses an app for a given period. Each user is counted separately throughout this period to establish an app's total number of unique users.
Active users are measured in two ways.
- Daily Active Users (DAU): Daily active users are the number of users that engage with your app or website on a given day.
- Monthly Active Users (MAU): Monthly active users are the number of users that engage with your app or website in a given month.
Why are active users important
Active users are a way to measure the success of your app. For instance, the number of active users could indicate how effective your notifications and offers are. Also, you can calculate important metrics such as retention rate and LTV using the active user count.