DAU & MAU are Daily Active Users and Monthly Active Users — counts of how many unique people use a product in a day and in a month, widely used to track engagement and growth.
DAU is the number of unique users active in a single day; MAU is the number active over a month. For apps and software, they’re the headline engagement metrics — how many people actually use the product, not just signed up.
DAU ÷ MAU gives the stickiness ratio — what share of monthly users show up on an average day. A higher ratio means people return often; a low one means they drift away between sessions. It’s a fast read on whether a product is becoming a habit.
DAU/MAU tracks engagement and early retention, and feeds growth and revenue models. But ‘active’ must be defined meaningfully (a real action, not just an app open), or the numbers mislead. Pair with cohort analysis to see whether engagement holds as users age.
DAU (Daily Active Users) counts unique users active in a single day; MAU (Monthly Active Users) counts those active over a month. Together they measure how many people actually use a product and how often.
The DAU/MAU ratio measures stickiness — the share of monthly users active on an average day. Higher is better; social and messaging products can reach very high ratios, while many useful tools sit much lower. Judge it against your product type and trend.
It's a fast read on engagement and early retention — whether a product is becoming a habit. But 'active' must mean a real action, not just an app open, and it's best paired with cohort analysis to see if engagement holds over time.
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