Daily Active Accounts

Date created: Aug 31, 2020  •   Last updated: Aug 31, 2020

What is Daily Active Accounts?

Daily Active Accounts measures the number of unique accounts with at least one user who has interacted with an application or platform in a day. An active account may include one or more users, who may each have varying degrees of activity.

Formula

ƒ Count(Unique accounts who interacted with an application in a day)

Daily Active Accounts

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What is a good Daily Active Accounts benchmark?

The Daily Active Accounts metric varies widely based on factors such as application type, account type, and application purpose. It is therefore more important to consider the context and look at desired target level of activity and trends over time, rather than trying to identify a benchmark.

More about this metric

An application has 100 accounts. 30 accounts contain at least one user who interacted with the application in a given day. The Active Accounts for that day is 30. Expressed as a percentage, 30% of accounts were active in that day.

Long Description: In a SaaS context, Daily Active Accounts measures the number of unique accounts, either free or paid, with at least one user who has interacted with an application or platform in a day. Daily Active Accounts is one measure of the growth of an application’s usage over time and can be used in other contexts as well, for example, in financial investing. In this context, Daily Active Accounts measures accounts with financial transactions occurring daily.

In SaaS, the Daily Active Accounts metric should not be used in isolation. It is important to measure Daily Active Users in conjunction with Daily Active Accounts. This is because there is a big difference in value and stickiness between an account with 50 users, of whom only 2 are active, and an account with 50 users, of whom 48 are active. The account with 48 active users is more likely to renew and expand their subscription, if we assume that activity is creating value for users.