What is DAU/MAU Ratio?
Nexa Consultancy | Startup & Finance Glossary
The DAU/MAU ratio is a key metric for measuring user engagement and product stickiness. It is the ratio of Daily Active Users (DAU) to Monthly Active Users (MAU), expressed as a percentage.
For Startups: This ratio helps founders understand how frequently their users are engaging with the product. A high DAU/MAU ratio indicates that users are forming a habit around the product and returning frequently, which is a strong predictor of long-term retention.
For Consumer Apps: A benchmark for a "good" DAU/MAU ratio is often cited as 20% or higher, while world-class products like Facebook can have ratios above 50%. The benchmark varies significantly by industry and product type.
Calculation: DAU/MAU Ratio = (Daily Active Users / Monthly Active Users) * 100
Example: A mobile app has 10,000 DAU and 50,000 MAU. Its DAU/MAU ratio is 20%, meaning the average user is active on 6 days out of a 30-day month (20% of 30 days).