ABSTRACT
DAU: Daily Active Users DAU (daily active users) is a measure of the number of unique users per day, typically calculated over a floating seven-day period. Commonly, to qualify as a DAU, a user need only start the app or enter the game. There is no minimum
Actions that count towards DAU on Facebook include:
● Users who visit your application's canvas page (enter your game)
● Users who view your application tab on a page
● Users who publish to news feeds (stream) through your application
● Users who “liked” a stream story from your applications
● Users who commented on a stream story from your application
MAU: Monthly Active Users MAU (monthly active users) is a measure of the number of active users in a given calendar month, typically calculated from the first to the last day of that month. On Facebook, MAU can also be shown as a current floating 30-day average. Activity is evaluated as described for DAU, such that MAU is effectively just an aggregate of the DAU over a month. Note that there is a pervasive lack of clarity in what constitutes a “unique” user, such that in many cases MAU numbers are drastically inflated by users who visit a site multiple times per day. A more accurate accounting would likely yield a far smaller number, as each user would be counted only once toward the total monthly count. (So, for example, if I cared only about unique users, then assuming that only 1000 people played my game and each of them logged in once per day, every day of the month, my DAU and MAU would be identical. But if uniqueness weren't important to me, my numbers might show 1000 DAU and, for example, 30,000 MAU, depending on how often those users were active in my game.) Something to note: MAU and MAUU (monthly average unique users) are often conflated, but they are very different values and can give you very different types of useful information.
