M

What is MAU/DAU ratio?

Definition, examples, and more

Definition

A metric that measures how often users return to the app by comparing Daily Active Users (DAU) to Monthly Active Users (MAU). A higher ratio (closer to 1.0) indicates stronger user stickiness and habitual usage. The usage patterns of your users will change based on the category and type of app. For example, social media and gaming apps expect a much higher MAU/DAU ratio. Apps that only make sense to use once a week or a few times a month shouldn't measure themselves the same as a game.

How to Calculate

DAU/MAU Ratio = Daily Active Users / Monthly Active Users. For example: 28,000 DAU / 100,000 MAU = 0.28. Interpretation: on average, users open the app 0.28 x 30 = 8.4 days per month. A ratio of 0.50 = ~15 days/month. A ratio of 0.20 = ~6 days/month.

Example

A meditation app has 100,000 MAU and 28,000 DAU, giving a DAU/MAU ratio of 0.28 (28%). This means the average user opens the app roughly 8-9 days per month. After adding morning meditation reminders and streaks, DAU rises to 35,000 (ratio of 0.35), indicating users now engage about 10-11 days per month. This stickiness improvement correlates with a 15% reduction in monthly churn.

Why MAU/DAU ratio Matters

DAU/MAU ratio is the best single indicator of product-market fit for subscription apps. A high ratio means users find recurring value, which directly predicts strong retention and renewals. A workout app had a DAU/MAU of 0.15 and a 10% monthly churn rate. After adding daily workout challenges and social features, DAU/MAU rose to 0.30 and churn fell to 5%. The apps with the strongest subscription businesses (Duolingo, Calm, Strava) all maintain DAU/MAU ratios above 0.25.

Frequently Asked Questions

What is a good DAU/MAU ratio for subscription apps?

It varies by category: Social/messaging apps: 0.40-0.60. Health/fitness: 0.20-0.35. Productivity: 0.15-0.30. Education: 0.15-0.25. Media/entertainment: 0.10-0.20. Do not compare your ratio to apps in different categories — a weekly meal planning app should not benchmark against a daily social media app.

How does DAU/MAU ratio predict churn?

There is a strong inverse correlation: higher stickiness = lower churn. Apps with DAU/MAU above 0.30 typically see monthly churn below 5%. Apps with DAU/MAU below 0.15 often see monthly churn above 8%. The connection is intuitive: users who use your app frequently are less likely to cancel because it is woven into their routine.

How can I improve my DAU/MAU ratio?

Create daily use cases: streaks, daily content drops, social features, notifications timed to habits. Make the core experience achievable in 2-5 minutes so users can engage daily without a major time commitment. Add widgets and lock screen presence for passive daily engagement. The goal is making your app part of the user's daily routine, not a weekly chore.

Category
Subscription App Terminology
Related Area
Mobile App Growth & Monetization
Previous
MAU ((monthly Active Users))
Next
Merchant of record

More terms starting with “M”

MAU ((monthly Active Users))

The number of unique users who engage with the app at least once in a 30-day period. MAU is a top-level engagement metric and often serves as the denominator in conversion rate or retention analysis.

Merchant of record

The party legally responsible for processing payments, managing refunds, and handling tax compliance on behalf of the app. In most mobile apps, Apple or Google act as the merchant of record, while web-based apps often use Paddle, or similar providers.

Mobile Measurement Partner (MMP)

A third-party tool - like Appsflyer, Branch, or Adjust - that attributes installs, measures campaign performance, and tracks in-app behavior across paid and organic channels. MMPs can be helpful for understanding CAC, LTV, and ROI in a privacy-compliant manner.

Monthly recurring revenue (MRR)

The predictable revenue generated from active subscribers on a monthly basis. MRR is a key metric for assessing growth, financial health, and the impact of marketing or retention initiatives in subscription-based apps.

Multi-platform

Describes apps or services that support user access and subscription syncing across multiple operating systems (e.g., iOS, Android, web). Multi-platform support improves user flexibility, increases perceived value, and helps reduce churn.

Back to full dictionary

Optimize your subscription pricing with AI

Botsi automatically shows the right price to every user. Stop guessing and start growing.