Definition

The Daily Active Users (DAU) to Monthly Active Users (MAU) Ratio measures how often your users engage with your product or service on average per month.

Why use it

The DAU:MAU Ratio measures engagement frequency and therefore the stickiness of your product. If you want to increase engagement it is a good metric to track your success.

Alias
AbbreviationDAU:MAU
UnitRatio

 

Calculation

The DAU:MAU Ratio is calculated by dividing daily active users by monthly active users.

DAU
÷ MAU
DAU:MAU Ratio

Example

On average a company has 100 (unique) active users per day and 1.000 (unique) active users per month.

100
÷ 1.000
1:10

As a month has about 30 days this means the users were active on average 3 times per month (30÷10).