Daily Active Users to Monthly Active Users Ratio (DAU:MAU)

Date created: Aug 26, 2020  •   Last updated: Oct 14, 2021

What is Daily Active Users to Monthly Active Users Ratio?

Daily Active Users (DAU) to Monthly Active Users (MAU) ratio measures how active monthly users are on a daily basis. In other words, this engagement metric measures the number of days in each month that users performed an activity that qualifies them as active users. A higher DAU:MAU Ratio generally indicates high stickiness, meaning users consistently return to the app.

Formula

ƒ Count(DAU) / Count(MAU)

How to calculate

Say your SaaS app has 20,000 monthly active users. You define users who invite team members, complete onboarding tasks, and view reports on any given day as daily active users. Based on this definition, you have 5,000 DAUs which gives you a DAU:MAU Ratio of 5,000 / 20,000 or 25%.

Daily Active Users to Monthly Active Users Ratio

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What is a good Daily Active Users to Monthly Active Users Ratio benchmark?

According to Mixpanel's product benchmark report, the average DAU:MAU Ratio benchmark for SaaS B2B and B2C apps is 13%. B2C apps, especially social apps, have a higher DAU:MAU Ratio of around 20% - 50%, while the range is much lower for B2B.

DAU MAU Ratio benchmarks by industry

DAU MAU Ratio benchmarks by industry

Mixpanel, 2017
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Daily Active Users to Monthly Active Users Ratio visualization example

The DAU:MAU Ratio does include daily active users in the calculation, however it is usually tracked on a monthly basis. This is because you need to wait for the entire month's MAU count to get the most accurate reflection of DAU:MAU. Take a look at the example charts to learn two possible ways you can track and visualize your DAU:MAU Ratio data:

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Daily Active Users to Monthly Active Users Ratio

Line Chart

Here's an example of how to visualize your Daily Active Users to Monthly Active Users Ratio data in a line chart over time.
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Daily Active Users to Monthly Active Users Ratio

16.69%

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1.82

vs previous period

Comparison Chart

Here's an example of how to visualize your current Daily Active Users to Monthly Active Users Ratio data in comparison to a previous time period or date range.
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More about this metric

The number of Active Users who interact with an application can be tracked on a daily, weekly, and monthly basis. The number of Active Users who interact with an application daily are known as Daily Active Users (DAU). Similarly, the number of Active Users each month is known as Monthly Active Users (MAU). To calculate the DAU:MAU ratio, divide DAU by MAU.

Popularized by Facebook, the DAU:MAU ratio is a key indicator of continued engagement with an application, also known as stickiness. The significance of tracking the DAU:MAU ratio, as opposed to the DAU or MAU alone, arises from the fact that the ratio measures growth alongside stickiness. When DAU and MAU are combined, they tell the story of an application’s growing customer base alongside the ability of the application to engage users more frequently.

The closer to 100% the DAU:MAU ratio is, the better the engagement and stickiness of the application.

Recommended resources related to Daily Active Users to Monthly Active Users Ratio

A good article on DAU:MAU by Andrew Chen, investor in consumer startups.