WAU

A key performance indicator (KPI) used in the digital marketing and tech industries to measure the number of unique individuals who engage with a product within a seven-day window. Unlike DAU, which gauges daily consistency, WAU accounts for products that naturally lend themselves to less frequent but still regular engagement. This makes WAU a vital metric for platforms where usage cycles reflect weekly workflows, such as educational tools, planning applications, analytics dashboards, or subscription content libraries.

The strength of WAU lies in its balance. It smooths the volatility of daily fluctuations but still provides fast feedback on engagement shifts. Teams use it to understand whether onboarding programs are effectively converting early interest into sustained use. A strong WAU growth trend generally correlates with increasing familiarity, newly unlocked value, or improved alignment between marketing promises and actual product delivery.

From a strategic perspective, WAU helps anchor cohort analysis, pointing to how well different user groups retain value after their first week. Product managers often cross-reference WAU with feature-adoption data to identify patterns in returning behavior. Marketers watching WAU can see how weekly nurture campaigns, content pushes, or lifecycle automation contribute to engagement across user segments.

See also: MAU