Definition
The number of unique users who engage with the app within a 7-day period. WAU is a useful middle-ground metric between DAU and MAU, and is often tied to user health scoring and retention tracking.
WAU = Unique users with at least 1 session in the past 7 days. WAU/MAU Ratio indicates weekly engagement density.
WAU is ideal for apps with natural weekly cycles: meal planning, workout scheduling, weekly reviews, religious/spiritual practice. If your core value proposition is delivered weekly, WAU is your north star engagement metric.
Aim for WAU to be 40-60% of MAU. If WAU/MAU is below 30%, most users engage less than weekly — a concern for any app that needs habitual use to justify a subscription.
Create weekly rituals: weekly progress reports, new weekly content drops, weekly challenges, and reminders timed to the user's natural usage day. Make the weekly experience feel fresh and valuable enough to return for.
A subscription purchased through a website (commonly using Stripe or Paddle) instead of in-app purchase systems. Web subscriptions allow apps to avoid platform fees and offer more flexible pricing or promotional options.
The process of converting users from a web page, landing experience, or email into app installers, and eventually subscribers. Optimizing this flow requires deep linking, continuity of messaging, and frictionless onboarding.
An automated, real-time message sent from a system (e.g., Stripe, Botsi) to your backend when a subscription event occurs, such as a renewal, cancellation, or trial start. Webhooks enable immediate updates to user status and CRM sync.
The onboarding sequence shown to new users, often guiding them through feature highlights, value communication, and eventually a paywall or trial prompt. A strong welcome flow increases trial starts and early retention.
An app developed once but branded and resold by multiple companies or partners. Common in fitness, education, or wellness categories where the core functionality is the same, but the front-end branding and messaging differ.
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