DAU/MAU is an important metric to measure engagement, but here’s where it fails at andrewchen

Almost always, churned users don’t receive any communication at all. You can boost reactivation success rate significantly just by sending a weekly digest of the activity in a user’s network, or “Your friend X just joined” notifications. The other question to ask is, if a user wants to reactivate, how hard is it? At Uber, we had a staggering statis

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Retention measures breadth - the percentage of users who are still active in a given time period. But it doesn’t answer the critical question - how active are they within that time period?