DAU/MAU Ratio
What is DAU/MAU Ratio?
The DAU/MAU Ratio measures the percentage of monthly active users who engage with the product on a daily basis. It is a common indicator of product “stickiness” and how essential the software is to the user’s daily workflow.
Why It Matters
-
A high ratio suggests that the product has become a habit for users, which usually leads to higher retention.
-
It helps distinguish between products that are used occasionally and those that are deeply integrated into business operations.
-
Changes in this ratio can signal shifts in user engagement before they show up in churn metrics.
