GLOSSARY

Active User

An active user is a person who actively engages with the app within a specific timeframe, such as daily, weekly, or monthly. This metric holds importance for apps as it provides valuable insights into app growth, user engagement, and user retention. The specific types of engagement that define an active user can vary across different industries and goals. Measuring the number of active users over time using metrics like Daily Active Users (DAU), Weekly Active Users (WAU), and Monthly Active Users (MAU) enables app developers to evaluate the effectiveness of their campaigns and assess the overall user experience of their app.

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