Viber’s formula to measure active users

Viber, the world's third-largest messaging app with 260 million monthly active users, is focusing on fostering a data-driven culture by moving beyond vanity metrics to those that truly matter, such as user stickiness and engagement. Product Manager Idan Dadon emphasizes the importance of prioritizing initiatives that enhance the total number of active users, who are defined as individuals using the app at least seven days a week for messaging, communication, or content consumption. To achieve market growth and retention, Viber aims to convert less frequent users into more active ones and encourages new users to develop habits that integrate Viber into their daily lives. The app also employs cohorts based on activity and regional differences to tailor strategies effectively, while technical collaborations with marketing teams help optimize customer acquisition. By redefining prioritization methodologies and focusing on closing the value gap of features, Viber strives to maintain its competitive edge, with curiosity being a key trait distinguishing great product managers from good ones.