DAU (Daily Active Users) / MAU (Monthly Active Users) Ratio is a key engagement metric used in apps, SaaS, and digital platforms to measure user stickiness and retention. It shows how frequently users return to a platform over a month.

How DAU/MAU Is Calculated

$$ DAU/MAU\ Ratio = \left( \frac{\text{Daily Active Users (DAU)}}{\text{Monthly Active Users (MAU)}} \right) \times 100 $$

• DAU (Daily Active Users) – The number of unique users who interact with the product in a single day.
• MAU (Monthly Active Users) – The number of unique users who engage with the product at least once in a month.

For example, if an app has 5,000 DAU and 50,000 MAU, the DAU/MAU ratio is:

$$ DAU/MAU\ Ratio = \left( \frac{5000}{50000} \right) \times 100 = 10\% $$

So, the DAU/MAU Ratio is 10%.

What DAU/MAU Ratio Means

• 50%+ → Very high engagement (e.g., messaging apps like WhatsApp)
• 20%-50% → Good engagement (e.g., social media platforms)
• <20% → Low engagement, users are not returning frequently

Why DAU/MAU Matters

• Measures user engagement – High ratio means users find value and return often.
• Predicts retention & growth – A rising DAU/MAU suggests strong user loyalty.
• Used in SaaS, gaming, social media & mobile apps – Helps track product success.