ADVERTISING (cont’d) METRIC DEFINITION DAILY ACTIVE USERS (DAU) Total number of unique users active in a 24-hour day, averaged over a given period of time MONTHLY ACTIVE USERS (MAU) Total number of unique users active at least once in last 28-days PERCENT LOGGED-IN Total monthly active users with a registered account (“logged-in”) divided by the total unique visitors (inclusive of both “logged-in” and “logged-out”) during the same 28-day window 21