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Slight aside, but DAU is such a BS metric.

It's relatively easy to boost such numbers - just keep bugging people with a notification here or a sudden important event. And a user is not the same as a person.

I've noticed previously I've suddenly been spammed via email by Facebook at the end of the month, presumably to boost their MAU.

Much more meaningful would be a distribution of the number of minutes spent by individuals on the mobile app, and details of the click-through rate of adverts.

Summary statistics - if chosen properly - of both could avoid abuse.

I think at some point Wall St will be called out as having been very naive to pay attention to such stats.