Weekly and monthly active users (WAU, MAU)

In Excel, you'd reach for

fxA pivot of unique users per week, which Excel makes surprisingly hard

Active user means someone who did something meaningful in the period. Here, anyone with a login event. The trick is counting each person once per week, however many times they logged in. That is COUNT(DISTINCT customer_id).

To group by week, we turn every date into the Monday that starts its week.

Try itEdit the query, then Run

week_starting	weekly_active_users
2026-01-05	10
2026-01-12	16
2026-01-19	24
2026-01-26	33
2026-02-02	36
2026-02-09	40
2026-02-16	47
2026-02-23	58
2026-03-02	60
2026-03-09	77

Showing 10 of 26 rows. Press Run to see them all.

For MAU, swap the week for the month: strftime('%Y-%m', event_date). Dividing average daily actives by MAU gives "stickiness", a common product health number.

Your turn

Monthly active users: count distinct customers with a login each month. Columns month and mau, in order.

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Weekly and monthly active users (WAU, MAU): the Excel way (A pivot of unique users per week) and the SQL query, side by side — Weekly and monthly active users (WAU, MAU), on one card: the Excel way and the SQL. Download · Save to Pinterest

The practice data (7 tables)

customers: one row per customer
subscriptions: one row per paid plan
events: one row per thing someone did
orders: one row per order
products: a lookup table
campaigns: one row per channel per month
tickets: one row per support ticket

See every column and sample rows