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The Power of DAU/MAU Ratio

Renat ZubayrovRenat Zubayrov

Customer success is the cornerstone of any successful business. To truly understand and improve customer satisfaction, businesses must have a clear understanding of their customer health. With this understanding businesses can take a proactive approach to customer satisfaction, leading to increased engagement, retention, and growth. So, let's dive in and explore the power of the DAU/MAU ratio (Daily Active Users/ Monthly Active Users) as a KPI for measuring customer health score and customer success.

What is DAU?

DAU, or Daily Active Users, is a crucial metric in the realm of digital analytics, particularly for mobile apps and web platforms. It represents the number of unique users who engage with an application or website within a 24-hour period. This metric is vital for understanding user engagement and the daily reach of a digital product. By tracking DAU, businesses and developers gain insights into the daily usage patterns of their audience, helping them to tailor their offerings more effectively. DAU is a key indicator of an application's immediate appeal and the effectiveness of recent updates or changes.

What is MAU?

MAU, or Monthly Active Users, stands as a pivotal metric in evaluating the long-term success and reach of digital platforms, including websites and mobile applications. It quantifies the number of unique users who interact with a platform over the course of a month. This metric is instrumental for businesses and developers in understanding the broader user engagement and retention trends. MAU provides insights into the overall health and growth of a platform, reflecting the effectiveness of marketing strategies and user loyalty. It's a key performance indicator for assessing the sustained interest and relevance of a digital service in a competitive market.

How to calculate DAU/MAU?

This ratio is calculated by dividing the number of unique users who actively engage with a product or service over a day by the number of unique users who actively engage over a month. A higher DAU/MAU ratio indicates that a higher percentage of users are regularly engaging with the product or service, indicating a healthier and more engaged customer base.

What is a good DAU/MAU value?

A good value for the DAU/MAU metric varies depending on the industry and type of product or service. Generally, a ratio of 0.3 to 0.5 is considered good, indicating that 30-50% of monthly active users are also active on a daily basis. For example, if a company has 1,000 monthly active users, a DAU of 300-500 would be considered good. It is important to keep in mind that different industries and types of products/services may have different benchmarks for what constitutes a good DAU/MAU ratio, and that the ratio should also be considered in the context of overall business goals and metrics.


  • Measuring and controlling the DAU/MAU ratio can be challenging due to several factors:
  • Data Accuracy: Ensuring that the data used to calculate the ratio is accurate and reliable can be a challenge, especially if the data is being collected from multiple sources.
  • User Identification: Distinguishing unique users can be difficult, especially if users are accessing the product or service through multiple devices or using anonymous accounts.
  • Seasonality: The DAU/MAU ratio can be affected by seasonal fluctuations in user engagement, making it difficult to accurately measure and control the metric.
  • Changes in User Behavior: Changes in user behavior, such as new features or product updates, can impact the DAU/MAU ratio and make it difficult to control.
  • Interpreting Results: Interpreting the results of the DAU/MAU ratio can be challenging, especially when considering the impact of external factors such as marketing campaigns or industry trends.

Alternatives to DAU/MAU ratio

There are several alternative metrics that can be used instead of, or in conjunction with, the DAU/MAU ratio to measure customer engagement and health:

  • WAU/MAU (Weekly Active Users to Monthly Active Users) ratio: Measures the percentage of monthly active users who engage with a product or service on a weekly basis.
  • Retention Rate: Measures the percentage of users who return to a product or service over a specific period of time.
  • Churn Rate: Measures the rate at which users stop using a product or service.
  • Lifetime Value (LTV): Measures the estimated revenue that a customer will generate for a business over the entire time they use the product or service.
  • Net Promoter Score (NPS): Measures customer satisfaction and loyalty by asking users to rate their likelihood of recommending a product or service to others.

The Power of the DAU/MAU Ratio for Customer Success

By tracking the DAU/MAU ratio, businesses can better understand and improve customer satisfaction. For example, if a business sees a drop in the DAU/MAU ratio, it can take steps to improve customer engagement and satisfaction by offering promotions or new features. On the other hand, if a business sees an increase in the DAU/MAU ratio, it can capitalize on customer satisfaction by offering additional products or services.

The Power of the DAU/MAU Ratio for Business

The DAU/MAU ratio also provides valuable insights for businesses looking for growth. A high DAU/MAU ratio is a good indicator that a business's products or services are in demand, allowing for opportunities for growth and expansion. A low DAU/MAU ratio, on the other hand, may indicate that it's time for a business to reconsider its offerings or strategy.

In conclusion, the DAU/MAU ratio is a powerful tool for businesses looking to understand and improve customer satisfaction and success. By tracking this metric, businesses can gain a better understanding of customer engagement and use that knowledge to drive growth and success.

  • Net Promoter Score (NPS)
  • Customer Satisfaction Score (CSAT)
  • License Utilization
  • DAU / MAU ratio
  • WAU / MAU ratio
  • Customer Effort Score (CES)
  • First Contact Resolution (FCR)
  • Time to Full Resolution (TFR)
  • Time to First Reply (TFR)
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