How to Push DAU: Data, Insights & Benchmarks
Building an app is easy, keeping users engaged is harder. This article explores how DAU (Daily Active Users) reflects app value, highlights factors influencing it, and shares strategies like data analysis, personalization, push notifications, and frequent updates to drive user retention.
With AI-powered development tools and myriads of no-code solutions, creating an app is easier than ever. But now that there are millions of apps available on the app stores, and thousands of new ones are added daily, getting your customers to actually use the app is the real challenge.
If you want your app to thrive and need a way to keep track of that, DAU (Daily Active Users) is the critical metric to focus on. This number, as well as a series of similar metrics, shows whether your users find enough value in your app to make it part of their daily routines.
At Apptica, we're here to give you the tools and insights you need to excel. In this guide, we’ll dive straight into data-driven strategies and proven industry benchmarks that can help you drive up DAU and keep your users coming back for more. Let's cut through the noise and make your app one that users can’t do without.
Understanding DAU
Daily Active Users (DAU) represents the number of unique individuals who engage with your app within a 24-hour period. It's a cornerstone metric that reveals not just your app's popularity, but its true value to users. While the basic DAU counts app opens, many companies dig deeper by tracking specific actions that matter to their business, such as purchases or content interactions.
When your DAU maintains healthy numbers, it suggests your app has successfully integrated into users' daily routines. If you're seeing lower numbers or significant swings, it could point to retention challenges, value proposition issues, or user experience friction that needs addressing.
It's important to note that natural usage patterns are completely normal. Many apps see predictable ebbs and flows: grocery delivery apps typically peak on weekends when families plan their shopping, while ride-sharing services see surges during inclement weather. These patterns often reflect natural user behavior rather than app performance issues.
The real insight comes from tracking DAU trends over time. These patterns help evaluate the effectiveness of your user acquisition and retention strategies. Rather than focusing solely on absolute numbers, pay attention to whether your DAU is growing, holding steady, or declining. For a complete picture, analyze DAU alongside other key metrics like retention rates and session duration. This comprehensive view helps identify opportunities to enhance features and better serve your users' needs.
Factors Influencing Daily Active Users
These are the key factors that may influence your app’s DAU. Each one deserves its own guide — and they are coming soon! — but for now, here’s a quick recap.
User Acquisition
Optimized UA campaigns play an important role in boosting DAU and retention. Creative-level attribution enables developers to understand which ad creatives drive not just installs, but meaningful engagement.
Audiencelab by Geeklab helps you achieve just this. For example, in a recent project, creative-level attribution revealed which ads resonated most with highly engaged players who became long-term users. By analyzing performance and retention data on individual creatives, the customer optimized their campaigns to focus on ads that appealed to their ideal audience. This targeted approach attracted users likely to engage with the app daily, increasing DAU, while also fostering retention by aligning expectations set by the creatives with the app's core experience. Leveraging these insights, creating more impactful campaigns that attract loyal, active players is possible.
Read the full case study here!
User Experience (UX)
An impeccable user experience is the foundation of any successful app. Think of it as the digital equivalent of a well-designed store - when everything from load times to navigation feels effortless, users naturally want to return. The key is removing any friction points that might stand between users and their goals. When your app just works, it becomes the obvious choice for daily use.
Content Quality
Yes, "content is king" might sound like a cliché, but it's stood the test of time for good reason. Users gravitate toward apps that consistently deliver value, whether that's through engaging articles, helpful videos, or vibrant community discussions. If your content genuinely makes users' lives better or solves real problems, they'll naturally integrate your app into their daily routine.
Relevance to User Needs
Even the most reliable app needs to evolve to stay engaging. Maintaining relevance means staying attuned to your users' changing preferences and adapting accordingly. Regular updates - whether they're new features or fresh content - keep your app aligned with what your users actually want and need.
Frequency of Updates
Users appreciate knowing their app is well-maintained. Regular updates signal that you're actively working to improve their experience, whether through new features, enhanced functionality, or refined design. These updates don't need to be revolutionary - even minor improvements demonstrate your commitment to excellence.
Push Notifications
Push notifications are a powerful tool—but only when used thoughtfully. Personalized, timely notifications that offer real value (like reminders, relevant content updates, or offers) can nudge users to open your app. Overuse, however, can backfire and lead to uninstalls. Balance is key.
Besides traditional channels and ASO, did you know that OEM ads give your app an edge during Black Friday? Such ads reach users directly at the device setup stage—when they're exploring new tools. OEM ads boost visibility while ensuring clean, fraud-resistant traffic. It's the perfect strategy to get immediate installs and set your app up for success beyond the holiday rush.
Performance and Reliability
While it might seem obvious, it bears repeating: reliability is absolutely essential. Your app needs to perform flawlessly every time: quick loading, smooth performance, no hiccups. After all, users have plenty of alternatives, and they won't think twice about switching if they encounter frequent crashes or sluggish performance. When your app runs like clockwork, it builds trust and keeps users coming back day after day.
Personalization
Users respond positively to experiences tailored to their preferences, and by feeling like the data they share with an app actually makes it better and more personal. Through recommended content, customized feeds, or targeted notifications, you can make each user's experience more relevant and enjoyable. A personal connection with an app will definitely boost daily usage.
Marketing and Promotion
Just like the proverbial tree, when an app is uploaded to the App Store, nobody hears it — initially. Paid social media ads and influencer campaigns can bring new users in and also re-engage existing ones. Effective campaigns ensure that users not only install the app but are reminded to open it day after day.
External Factors
As we mentioned before with the taxi app example, stuff happens. Things such as economic conditions, cultural shifts, or even breaking news, play a role in user behavior. Stay aware of these factors and adapt your app accordingly to help maintain engagement. If your app feels current and connected to the broader world, users are more likely to keep using it.
Tips to Improve DAU Metrics from SijakMedia
Use Data to Increase DAU
At Apptica, we turn data into actionable insights that help you understand exactly how people are using your app. By tracking things like how long users stick around (retention), how often and for how long they visit (session length), and whether they trust your product enough to buy it (cLTV), you'll get a clear picture of what's working.
At AdSkill, we use a variety of analytics services to analyze the mobile app market, which enables us to track trends and observe shifts in user behavior. We also actively support our partners in growing their DAU by applying data insights and best practices to product strategy.
Data really shines when it comes to spotting trouble spots. Think of it as your app's diagnostic tool - if users are consistently dropping off at a certain point, that's your cue to investigate and fix what's not working. The fewer roadblocks users face, the more likely they are to make your app part of their daily routine.
Smart segmentation is another game-changer. By grouping users based on who they are and how they behave, you can fine-tune their experience. Even if your product is universal, you can still choose to highlight specific features to different user groups.
Don’t underestimate the power of predictive analytics. Using machine learning, we can spot patterns that help anticipate what users might want next. Maybe it's introducing a new feature at just the right moment, or sending that perfectly timed notification that brings them back.
The best part? You don’t have to do it alone. Modern analytics tools make all of this surprisingly manageable. They keep tabs on everything from user engagement to app performance, giving you the insights needed to keep refining your app - whether you're smoothing out the onboarding process or rolling out new features that users will love.
Benchmarking Daily Active Users
How do you know if your DAU is actually high or low? You compare it to that of your competitors, of course. An average DAU tends to be 10–20% of the total install base; here are benchmarks for some specific genres.
Casual Games. Titles like puzzle or match-three games often have high DAU rates due to their addictive and easy-to-pick-up nature. Successful casual games can see DAU levels upwards of 30-40%, especially when social features are well integrated.
Role-Playing Games. RPGs can have slightly lower DAU compared to casual games, often ranging between 15-25%. However, strong community engagement and event-driven gameplay can help boost DAU significantly.
E-commerce. Online stores often have somewhat lower DAU rates, typically around 10-15%. This reflects the more transactional nature of their usage, though strategic promotions and personalized recommendations can drive up daily interactions.
Productivity Apps, like task managers or calendar tools, tend to have DAU benchmarks between 20-30%. Users rely on these apps to stay organized, but consistent reminders or integrations with other tools can enhance engagement further.
Food Delivery Apps. These often have a DAU between 10-20%, depending on how regularly users need such services. Special promotions, loyalty rewards, and partnerships with popular restaurants can help drive more frequent usage.
Banking Apps generally see DAU levels around 10-15%. Users primarily interact with these apps for transactions, balances, or financial insights, and improving ease of access alongside personalized features can improve engagement.
Social Media Apps usually set the bar for DAU, with leading apps achieving DAU rates well over 50%. The constant flow of user-generated content and social interactions keeps users coming back multiple times a day.
Fitness Apps tend to have DAU benchmarks ranging from 10-20%. Seasonal challenges, daily streaks, and integration with wearables can help boost user engagement and keep activity levels high.
Betting Apps typically show DAU rates ranging between 15-25%, driven by live sports events and seasonal leagues. Engagement is boosted with in-app updates, real-time match notifications, and personalized betting suggestions, along with promotions and loyalty rewards that keep users active year-round.
These benchmarks provide valuable context for assessing where your app stands. Comparing your DAU to industry standards not only helps in setting realistic targets but also highlights areas where focused optimization can have the most impact.
Best Practices for Sustaining DAU Growth
Growing your daily users isn't just about getting new people through the door - you need to keep them coming back and actually using your app. Think of it like running a restaurant: you want new customers, sure, but you really want regulars who love what you're serving up.
Keep an eye on your numbers using mobile analytics tools like Apptica, and don't be afraid to test different approaches. Maybe version A of that new feature works better than version B: the only way to know is to try both and see what your users actually prefer.
The key is to stay curious and keep experimenting. The app world moves fast, so listen to what your users are saying and watch what's trending. That way, you're not just chasing a big daily user number: you're building something people genuinely want to use every day.
Here’s what you can do to get and keep your DAU up.
Gamify the User Experience. Everything's more fun when it feels like a game. Even the most basic apps can spice things up with badges, challenges, and rewards. It's amazing how something as simple as a progress bar can turn a boring task into an engaging experience.
Leverage User-Generated Content. Get your users in on the action! When people can share their own reviews, photos, or stories, they feel like part of something bigger. Plus, they'll keep coming back to check out what others are posting and maybe share something new themselves.
Create Exclusive In-App Content. Everyone loves feeling special. Give your users early access to cool features or exclusive content, and they'll feel like VIPs. It's like having a backstage pass - people will keep checking in just to see what new perks they can unlock.
Nurture Micro-Communities. Think of it like creating little neighborhoods within your app. When users find their tribe - whether it's fellow gardening enthusiasts or amateur astronomers - they stick around. These tight-knit groups often form stronger bonds than bigger, looser communities.
Offer Dynamic Personalization. Make your app adapt on the fly. If someone's always using a particular feature, bump it to the top of their screen. It's like having a butler who knows exactly how you like things arranged - and keeps adjusting things just for you.
Seasonal and Thematic Updates. Keep things fresh with seasonal makeovers. Whether it's holiday themes or special summer features, these timely updates tap into what's already on people's minds and make your app feel current and alive.
Offline Features. Don't let a spotty internet connection stop the show. Make sure your key features work offline, especially for things like productivity tools or educational content. Your users will appreciate being able to stay productive even when they're off the grid.
Use Referral Programs Create a win-win situation where current users get rewarded for bringing friends. Link some perks to daily usage, and you'll keep both new and existing users coming back for more.
FAQs
How do I calculate Daily Active Users?
To calculate daily active users, we use the total number of unique users on a given day.
Daily Active Users formula: [Unique new users] + [unique returning users] = total DAU
Another way to measure DAU is to compare the number of daily users to the total number of customers you have. For example, if, out of the 100 users of an application, 30 unique users interacted with it on a particular day, then the DAU for that day is 30%. Remember to care not about just the absolute number, but also about the ‘conversion rate to daily users’ your app has.
What is a good DAU/MAU ratio?
A useful way to evaluate your app’s user engagement and retention is to measure the ratio of daily to monthly active users (DAU/MAU, or stickiness). This ratio signifies the proportion of monthly active users engaging with your app within a single day, indicating its ability to retain users over time.
The ideal ratio varies depending on the nature of your app. For apps designed for daily use, a high percentage is desirable, reflecting frequent return usage. Conversely, apps like retail platforms for electric appliances, which are utilized less frequently, may have lower percentages.
Looking at typical app engagement across industries, anything above 15% daily active users is actually pretty solid. TikTok is kind of in a league of its own with 40% - though that's probably not sustainable long-term, even for them. You'll see strong numbers from music streaming apps and news apps too.
Then you've got your middle-of-the-road performers: think navigation apps, photo/video editors, banking apps, reading apps, and health trackers. At the bottom of the pile are retail apps, food delivery services, education apps, and travel booking platforms - people just don't use these daily.
How does DAU relate to other KPIs?
DAU is closely related to the retention rate (percentage of users in a cohort who keep using the app after a certain amount of days) and its inverse, churn rate. While retention rate can show the quality of a specific group of app users, DAU is more universal and applicable to the entire user base.
Of course DAU is ‘the speed’ with which your business goals, and not the goal itself. Increased DAU creates more chances for conversions, such as in-app purchases or newsletter sign-ups. However, you still might get high DAU yet low revenues: this means your monetization strategy should be reviewed.
What are effective ways to boost DAU?
Boosting DAU involves focusing on both user acquisition and retention. Effective strategies include enhancing user experience through seamless UX, offering valuable and timely content, using personalized push notifications, and maintaining a high level of app performance. Features like gamification, community engagement, and personalization can also significantly impact DAU growth.
How often should I update my app?
Wondering how often you should push app updates? Think of it like keeping your car running smoothly: you'll want small tune-ups every few weeks to squash bugs and keep things running smoothly. Bigger features? Roll those out every few months. The trick is keeping things fresh without overwhelming your users.
Can DAU be too high?
Believe it or not, yes! If you're getting high numbers because you're basically forcing people to use your app (think endless notifications or making them do repetitive tasks), that's not great. You might see lots of users today, but they'll probably get annoyed and quit tomorrow. Focus on making people want to come back, not making them have to.
Why is personalization so important for DAU?
That’s pretty simple: people stick around when they feel like an app "gets" them. Whether it's suggesting content they'll actually like, sending relevant notifications, or letting them customize their experience, making things personal helps build that connection that keeps users coming back.
How can I use data to sustain DAU growth?
Think of data as your compass here. By keeping tabs on how people use your app, where they get stuck, and what makes them leave, you can make smarter choices. Run some A/B tests, watch those retention numbers, and see which features people actually use. That's how you make changes that actually matter and keep those daily numbers climbing.
Before You Go
Building a loyal daily user base isn't rocket science, but it does take work. You'll want to nail the basics - make your app super easy to use, serve up content people actually care about, send notifications that help rather than annoy, and create ways for users to connect with each other. These features can turn your app from a one-off download into part of someone's daily routine.
Here at Apptica, we've got your back with everything you need to boost those daily numbers. Just remember: this isn't a "set it and forget it" kind of thing. Keep an eye on your data, listen to what your users are saying, and be ready to switch things up when needed. That's how you'll stay relevant and keep people coming back for more. Ready to build something people can't help but open every day?
If you have any questions about DAU or any other topic in app marketing, feel free to write to us at marketing@apptica.com — we've got your back!