Term · Business Model & Operating KPIs
DAU
In briefThe Daily Active Users (DAU) metric captures how many users actively use a product per day. For digital small-caps it signals user engagement and the daily relevance of a product.
Definition
DAU stands for Daily Active Users and measures the number of active users per day.
How it is calculated
Formula. DAU = unique active users per day according to a defined activity logic.
Why it matters for small caps
DAU signals user engagement and the daily relevance of the product for digital small-caps.
Common misreadings
- DAU is often interpreted without a definition of activity, even though login, usage, and transaction have different quality.
In the process
Frequently asked
What are Daily Active Users (DAU)?
It is the number of users who actively use a product on a given day. The basis is a defined activity logic.
How is DAU measured?
You count the unique active users per day according to a set activity definition. What counts as active is defined by the provider.
Why is the activity definition important for DAU?
Login, usage, and transaction have very different significance. Without a clear definition the figure is hard to compare.
Related terms
Sources
Primary
ESMA – Guidelines on Alternative Performance Measures
https://www.esma.europa.eu/document/esma-guidelines-alternative-performance-measures
https://www.esma.europa.eu/document/esma-guidelines-alternative-performance-measures
Methodology
U.S. SEC – Non-GAAP Financial Measures
https://www.sec.gov/rules-regulations/staff-guidance/corporation-finance-interpretations/non-gaap-financial-measures
https://www.sec.gov/rules-regulations/staff-guidance/corporation-finance-interpretations/non-gaap-financial-measures
Education only, not investment advice. Ranges and thresholds are didactic orientation values, not an official standard.