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MAU (Monthly Active Users) and DAU (Daily Active Users) are engagement metrics that measure the number of unique users who interact with a product or platform within a given time frame.
Formula:
- DAU: Number of unique users in a 24-hour period
- MAU: Number of unique users in a 30-day period
- DAU/MAU Ratio: A measure of stickiness or engagement frequency
Example:
If your app has 10,000 monthly users and 1,000 daily users, your DAU/MAU ratio is 10%, indicating the percentage of users who return daily.
Why Do MAU and DAU Matter?
- Benchmark for product health and user engagement
- Helps assess retention, virality, and product-market fit
- Guides growth and monetization strategies
Factors Affecting MAU/DAU:
- Product usability and value
- Engagement campaigns and personalization
- Frequency of new feature rollouts
How to Improve These Metrics:
- Launch habit-forming features
- Use behavioral triggers to re-engage lapsed users
- Personalize content and journeys
- Introduce loyalty programs or streak incentives
FAQs
What is a good DAU/MAU ratio?
A ratio above 20% is strong for most apps; higher means greater stickiness.
How do MAU and DAU differ from installs?
Installs measure acquisition, while MAU/DAU measure actual usage.
Can MAU/DAU help identify churn?
Yes, a declining DAU/MAU ratio signals potential churn or low engagement.
Should I track MAU/DAU by channel or platform?
Yes, tracking by source, device, or region reveals performance insights.
Take Action
Track and optimize engagement with Netcore’s Customer Engagement Platform.
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