Goodbye DAU – Facebook Switches to Monthly Active Users

Today, Facebook released their long anticipated replacement of “daily active users” with “monthly active users” on each application’s about page and in the application directory. The daily active user metric was often criticized for not being a fair assessment of engaging applications that saw frequent returning users.

While the broader monthly active user metric does not provide deep insight, it is a first step to addressing application engagement moreso than DAU. In addition, the monthly count should allow for quicker and easier comparison between applications that live solely in Facebook Platform versus those that live on the web at large.