DAU (daily active users) is the number of unique users who perform a qualifying action in a product on a given day, and MAU (monthly active users) is the number who do so within a month, usually the last 30 days. Dividing DAU by MAU gives a ratio often called stickiness.
Why it matters
These figures measure engagement more honestly than sign-ups or downloads. A high DAU/MAU ratio means users come back frequently, as with messaging apps, while a low ratio can be normal for tools used occasionally, such as tax or travel software. Teams track the trend over time and combine it with retention and cohort analysis to see whether engagement is improving.
Example
MAU = 40,000 unique users in the last 30 days
DAU = 10,000 unique users yesterday
Stickiness = 10,000 / 40,000 = 25%A 25% ratio means the average monthly user is active roughly seven or eight days a month.
Common mistakes
- Counting any page load or background ping as "active", which inflates the number.
- Treating the ratio as good or bad without considering the product's natural usage frequency.
- Mixing devices or accounts so the same person is counted twice.
Related
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