Daily Active Users to Monthly Active Users (DAU/MAU) Ratio

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A Daily Active Users to Monthly Active Users (DAU/MAU) Ratio is a ratio measure based on DAU over MAU.



References

2018

  • https://andrewchen.co/dau-mau-is-an-important-metric-but-heres-where-it-fails/
    • QUOTE: ... This metric was always impressive for Facebook because it’s always been high. It’s historically been >50%. In fact, I was curious at one point whether or not it’s always been that good. And it has! I found this from a Facebook 2004 media kit showing crazy high numbers even with a small base of 70k users:
      ...

      ... a lot of people seem to implement emails and push notifications thinking it’ll help. My experience is that it tends to increase casual numbers (the MAU) but not the daily users. In other words, it’ll actually lower your DAU/MAU to focus on notifications because you’ll grow your MAUs more highly than your DAUs. ...

      ... In conclusion, if your product is a high-frequency, high-retention product that’s ultimately going to be ads supported, DAU/MAU should be your guiding light. But if you can monetize well, develop network effects, or quite frankly, your natural cadence isn’t going to be high – then just measure something else!

2016

2015