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Renat ZubayrovRenat Zubayrov

Maximize Customer Engagement with the WAU/MAU Ratio

Customer success is the cornerstone of any successful business. To truly understand and improve customer satisfaction, businesses must have a clear understanding of the health 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 WAU/MAU ratio (Weekly Active Users/ Monthly Active Users) as the KPIs for measuring customer health scores and customer success.

This ratio is calculated by dividing the number of unique users who actively engage with a product or service over a week by the number of unique users who actively engage over a month. A higher WAU/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.


A good value for the WAU/MAU 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 weekly basis. For example, if a company has 1,000 monthly active users, a WAU 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 WAU/MAU ratio, and that the ratio should also be considered in the context of overall business goals and metrics.


Measuring and controlling the WAU/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 WAU/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 WAU/MAU ratio and make it difficult to control.
  • Interpreting Results: Interpreting the results of the WAU/MAU ratio can be challenging, especially when considering the impact of external factors such as marketing campaigns or industry trends.
  • To effectively measure and control the WAU/MAU ratio, it is important to have clear definitions and processes for collecting and analyzing data, to regularly monitor the metric and adjust strategies as needed, and to consider the ratio in the context of other relevant business metrics.


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

  • DAU/MAU (Daily Active Users to Monthly Active Users) ratio: Measures the percentage of monthly active users who engage with a product or service on a daily 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.
  • Each of these metrics provides a different perspective on customer engagement and health and can be used to complement or supplement the information provided by the WAU/MAU ratio. The best metric(s) to use will depend on the specific goals and needs of the business.

    The Power of the WAU/MAU Ratio for Customer Success

    By tracking the WAU/MAU ratio, businesses can better understand and improve customer satisfaction. For example, if a business sees a drop in the WAU/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 WAU/MAU ratio, it can capitalize on customer satisfaction by offering additional products or services.

    The Power of the WAU/MAU Ratio for Business

    The WAU/MAU ratio also provides valuable insights for businesses looking to grow. A high WAU/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 WAU/MAU ratio, on the other hand, may indicate that it's time for a business to reconsider its offerings or strategy.

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    In conclusion, the WAU/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.

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