WAU (Weekly Active Users) in Product Metrics

Introduction to WAU in Product Metrics

If you want to understand how well your product is performing, tracking user activity is key. One important metric is WAU, or Weekly Active Users. It shows how many unique users engage with your product each week.

In this article, you will learn what WAU means, why it matters for your product’s growth, and how to use it alongside other metrics. Whether you build apps with no-code tools like Bubble or automate workflows with Zapier, WAU helps you see real user engagement.

What Is WAU and Why Does It Matter?

WAU stands for Weekly Active Users. It counts the number of unique users who interact with your product within a seven-day period. This metric helps you understand how many people find your product valuable enough to use regularly.

Unlike total downloads or sign-ups, WAU focuses on actual usage. It tells you if users keep coming back or if they drop off after trying your product. This insight is crucial for improving retention and growth.

• Measures engagement: Shows how many users are active weekly.
• Tracks retention: Helps spot if users return consistently.
• Informs growth: Guides marketing and product decisions.

For example, a no-code app built on Glide might have 1,000 downloads but only 200 WAU. This means only 20% of users engage weekly, signaling room for improvement.

How to Calculate WAU Accurately

Calculating WAU is straightforward but requires clear definitions of what counts as "active." Typically, an active user is someone who performs a meaningful action, like logging in, posting content, or completing a task.

To calculate WAU:

• Define what "active" means for your product.
• Track unique users who meet this criteria over a rolling 7-day window.
• Count these unique users to get your WAU number.

For example, if you use a tool like Mixpanel or Amplitude, you can set up events to track user actions and get WAU reports automatically. In no-code platforms like Bubble, plugins or API integrations can help gather this data.

WAU vs DAU vs MAU: Understanding the Differences

WAU sits between DAU (Daily Active Users) and MAU (Monthly Active Users). Each metric offers a different view of user engagement:

• DAU: Users active each day. Good for apps with daily use like social media.
• WAU: Users active weekly. Useful for products with less frequent but regular use.
• MAU: Users active monthly. Shows broader reach but less detail on frequency.

Choosing the right metric depends on your product type. For example, a fitness app built with FlutterFlow might track DAU to see daily workouts, while a B2B tool built on Airtable might focus on WAU to measure weekly usage.

Using WAU to Improve Product Growth

WAU is more than a number; it’s a tool to guide your product strategy. Here’s how you can use WAU to grow your product:

• Identify trends: Track WAU over time to spot growth or decline.
• Segment users: Analyze WAU by user groups to tailor features or marketing.
• Test changes: Measure how updates affect WAU to validate improvements.
• Combine with other metrics: Use WAU alongside churn rate, session length, and conversion rates for a full picture.

For example, if your WAU drops after a new feature launch, you can investigate and adjust quickly. Using automation tools like Make or Zapier, you can set alerts for WAU changes to stay proactive.

Best Practices for Tracking WAU Effectively

To get the most from WAU, follow these best practices:

• Define clear activity criteria: Know what counts as active for your product.
• Use reliable analytics tools: Platforms like Google Analytics, Mixpanel, or no-code integrations ensure accurate data.
• Monitor regularly: Check WAU weekly to catch trends early.
• Combine with qualitative feedback: Use surveys or interviews to understand why users engage or drop off.
• Segment your users: Look at WAU by demographics, device, or behavior for deeper insights.

For instance, a startup using Bubble can integrate Mixpanel to track WAU and segment users by subscription plan, helping tailor marketing efforts.

Conclusion: Why WAU Is Essential for Your Product

WAU is a powerful metric that reveals how many users find your product valuable enough to use weekly. It helps you understand engagement, retention, and growth in a clear, actionable way.

By tracking WAU alongside other metrics and using tools like no-code platforms and automation, you can make smarter decisions. This leads to better products that keep users coming back and growing your business steadily.