What is DAU/MAU (Daily/Monthly Active Users)?
Turkish: DAU/MAU
DAU/MAU compares daily active users with monthly active users to show how often people return and how sticky a product is.
What is DAU/MAU?
DAU/MAU is a product usage metric calculated by dividing daily active users by monthly active users. It shows what share of the monthly user base returns on a typical day, which makes it useful for interpreting product stickiness.
For example, if an app has 10,000 monthly active users and an average of 2,500 daily active users, its DAU/MAU ratio is 25 percent. That does not mean every user returns daily; it describes the daily return intensity of the overall user base.
How Is It Calculated?
DAU is the number of unique users who perform meaningful activity on a specific day. MAU is the number of unique users active in the last 30 days or calendar month. The definition of “active” should match the product: sending a message, placing an order, or creating a report is usually more meaningful than simply logging in.
Important caveats include:
- Weekends and seasonality can move the ratio
- Daily usage is not expected for every B2B product
- Bots, test accounts, and internal team usage should be excluded
- Acquisition campaigns can raise MAU and temporarily lower the ratio
Business Use
DAU/MAU is a strong signal for social apps, communication tools, task managers, games, and SaaS products used as daily work surfaces. It can be misleading on its own for products used weekly or monthly, such as payroll, accounting, or reporting tools.
Viewed alongside churn, NPS, and retention metrics, DAU/MAU helps show whether a product is not only acquiring users but also creating recurring value.
Related Terms
Churn rate measures the share of customers or revenue lost in a period, showing retention health in subscription businesses.
Feature AdoptionFeature adoption measures how many users discover, try, and keep using a new or important product capability in their workflow.
NPS (Net Promoter Score)NPS is a loyalty survey that groups customers as promoters, passives, or detractors based on how likely they are to recommend a product.
Product AnalyticsProduct analytics measures how users move through a product, where they drop off, and which behaviors predict retention.
User RetentionRetention measures how many users return after their first experience, showing whether a product creates lasting value and habit.
Time to ValueTime to Value measures how long it takes a new user to reach the first meaningful outcome inside a product or service.