What is the difference between Active Users and Daily Active Users in Braze?

The distinction between Active Users and Daily Active Users lies in the time frame associated with user engagement. Active Users refers to those users who engage with the app within a specific period, often defined by the context of analysis, whether that be weekly, monthly, or another custom range. This metric provides insights into user retention and activity trends over time.

In contrast, Daily Active Users (DAU) specifically tracks the number of unique users who engage with the app on a given day. This figure reflects the immediate engagement and can help in assessing daily user interest and app performance.

Considering the other options helps clarify the correct choice. Active Users is not primarily about tracking performance metrics, but rather measuring user interaction. Daily Active Users does not encompass all users who have ever engaged with the app, as it is limited to users who are active on that particular day. Finally, Daily Active Users does not track engagement over a month; rather, it focuses strictly on daily interactions. Thus, understanding that Active Users captures engagement over a defined time frame makes option C the accurate choice.