Facebook have just announced that they're adding in new metrics for developers, including weekly active users - as opposed to just daily. Although it was of course possible to build this in manually, many developers haven't. Although a small change, this is actually a very important one for the growth of the platform - when I speak to many brand owners thinking of launching applications on Facebook, and even when I speak to ones who actually HAVE applications on Facebook, about 75% of them don't realise that the active user stat that Facebook give out is daily only. This can be very misleading, as for most applications what's important is how many of your users are coming back week on week, not just day to day. When these people go in and see that they only have 2-5% (daily) active user rate they think this is terrible, when in fact if people are only visiting the app once a week, this is actually a 14-35% (weekly) active user rate.
For more information on retention rate and cohort analysis, see my post on jumping the shark from a talk I did at the April Facebook Developer Garage London.
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