Journal · 20 November 2025
What British B2B teams get wrong about weekly active users
WAU assumes work arrives in a consumer rhythm. Many GB desks open a workspace on payroll Thursday, month-end, or the morning after a board paper. Counting unique logins in a rolling seven days punishes products whose jobs are lumpy on purpose.
Engagement Segmentation Analytics should start with the calendar of the job. If invoicing is monthly, a healthy cell might be “completed the monthly job in the last 35 days”, not “visited in the last 7”. You will watch the WAU tile sag while the job still happens. That sag is a measurement error, not a crisis.
Bank holidays, school half-terms, and financial year-end in April all dent UK B2B traffic. If your lattice has no seasonal note, you will brief product to “fix” April every year.
Use WAU as a watchdog for outages, not as a segment. Segments describe work. Watchdogs describe whether the lights are on.