Introduction
DAU/MAU ratio (Daily Active Users / Monthly Active Users) measures what % of your monthly user base uses your app daily. It's a quick snapshot of user engagement and habit formation.
What Is DAU/MAU Ratio
DAU: Unique users with at least 1 session on a given day
MAU: Unique users with at least 1 session in a given month
DAU/MAU ratio: DAU / MAU
Example: 50K DAU, 200K MAU → ratio = 0.25 (25% of monthly users return daily)
How to Calculate
In Amplitude/Mixpanel:
- Get DAU (last 1 day)
- Get MAU (last 30 days)
- Divide: DAU / MAU
- Track weekly/monthly
Industry Benchmarks
- Social/Messaging: 0.4-0.6+ (high daily usage)
- Gaming: 0.3-0.5 (session-dependent)
- Productivity: 0.2-0.4 (work-day dependent)
- Utility: 0.1-0.2 (sporadic usage)
How to Interpret
High ratio (>0.4): Habit-forming app. Users come back daily.
Medium ratio (0.2-0.4): Healthy engagement. Room to improve.
Low ratio (<0.2): One-time or weekly usage. Churn risk.
How to Improve DAU/MAU
- Push notifications: Reminders to open app daily
- Streaks/rewards: "Day 5 of 7"—build habit
- Time-sensitive content: Daily deals, limited offers
- Social features: Friends' activity, leaderboards
Conclusion
DAU/MAU ratio is a health metric for engagement. Track it weekly. If declining, users are becoming less habitual—investigate why and act. High DAU/MAU is a sign of product-market fit.
Related Metrics
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