Source: Article Archive
Part of: Struggling brands fade or sell off →
Snapchat's shift from reporting daily active users (DAUs) to monthly active users (MAUs) obscures rather than clarifies platform health for advertisers. MAUs are softer by design: a user who opens the app once a month counts the same as a daily user, inflating the headline while masking deterioration in engagement frequency—the actual driver of ad performance. Brands relying on Snapchat for reach will need to excavate session data and time-spent metrics themselves. The company's reporting change no longer signals whether the platform is becoming less sticky.