Customer Metrics

Weekly Active Users (WAU)

The number of unique users who engage with a product at least once during a seven-day window.

WAU sits between the sensitivity of DAU and the smoothness of MAU. For products used two or three times a week — lightweight collaboration tools, content platforms, simple utilities — WAU is the most accurate reflection of genuine engagement. It filters out the noise of daily fluctuations without obscuring the week-by-week trends that monthly numbers would hide for weeks. WAU is also useful as a churn early-warning signal: a user who was weekly-active but disappears for two consecutive weeks is far more at risk than MAU would suggest. Product teams often track WAU broken by feature area to understand which parts of the product drive return visits and which parts are used once and abandoned.