![]() “Active” is a loaded term because it has a different meaning for each product. Some companies use DAU/WAU/MAU to benchmark their performance against other companies. Our advice: DAU/MAU/WAU might be a great opening statement, but it’s never a full story. But without a well-defined “ active” part of the picture, it becomes a vanity metric. ![]() If you clearly define what “active” means for your business, DAU/WAU/MAU can be helpful for assessing overall business health. “We’re going to stop talking about monthly or weekly or daily active users because I’m not sure what anyone can do with that information,” said EA’s COO and CFO, Blake Jorgensen. This year, Electronic Arts followed suit. For example, last year Microsoft made the call to stop sharing monthly active counts for Xbox Live. ![]() However, because DAU/WAU/MAU numbers are volatile and don’t paint the full picture, some companies are dropping them in favor of more meaningful metrics. Venture capitalists will often see these metrics in startup pitch decks, and established companies add them to their quarterly investor earnings reports. However, it’s an important KPI for tracking the value of Twitter for advertisers.ĭAU/WAU/MAU as one of the ways to assess overall business healthĪlongside other metrics like LTV (lifetime value), churn, and ARR (annual recurring revenue), DAU/WAU/MAU can be useful for reporting. ![]() Twitter defines monetizable active users as “users who logged in or were otherwise authenticated and accessed Twitter on any given day through or Twitter applications that are able to show ads.”³ This metric doesn’t reflect the product’s value moments for Twitter users (which could be when a user learns “what’s happening” - through retweets, replies or follows) and shouldn’t be top of mind when building a value-first product. That means sometimes “active usage” is based on “ value exchange moments” instead of “value moments.”Īn example is the mDAU metric, which stands for monetizable daily active usage. As with any metric, the definition of “active users” is ultimately what a company internally decides “active users” should be in their business’s specific context. Even though “active usage” should ideally be tied to “value moments” in your product, they are not the same metrics.
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