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Daily Active Users to Monthly Active Users Ratio

What is Daily Active Users to Monthly Active Users Ratio?

Daily Active Users (DAU) to Monthly Active Users (MAU) is the ratio of the number of unique daily users of an application, to the number of unique monthly users of the same application. It is a useful metric to measure the stickiness of an application or platform.

How to calculate Daily Active Users to Monthly Active Users Ratio

ƒ Count(DAU) / Count(MAU)

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

Social applications generally have a higher DAU:MAU ratio, sometimes greater than 50%. For most other apps, a good DAU:MAU ratio is around 20%.

Example

An application with 300 daily active users and 1,000 monthly active users has a DAU:MAU ratio of 30%.

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.

Additional Daily Active Users to Monthly Active Users Ratio recommended resources

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

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