Media, luxury and education
DAU/MAU ratio
Daily active users divided by monthly active users: how often people come back.
Last reviewedWhat does DAU/MAU ratio mean?
DAU is the number of unique users active on a given day, and MAU the number active at least once in a month. The DAU/MAU ratio, often called stickiness, shows how many days a month the typical user returns. Example: an app with 3 million DAU and 10 million MAU has a ratio of 30 percent, so the average monthly user is active about 9 days a month. Messaging and social apps tend to score high and travel apps low, so compare with similar products. Companies define "active" differently, which makes comparisons between companies tricky.
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Related terms
- ARPPU (average revenue per paying user)Revenue divided by only the users who pay, not all users.
- Payer conversionThe share of users who pay for something in a period.
- Churn and retentionThe share of customers who leave in a period, and the share who stay.
- Network effectsA product becomes more valuable as more people use it.
- SVOD and AVODStreaming paid for by subscription (SVOD) versus paid for by advertising (AVOD).
- Fill rate (advertising)The share of available ad slots that are actually sold and shown.
- Content amortizationSpreading the cost of films and shows as an expense over the years they are expected to earn.
- Directly operated store (DOS)A store the brand owns and runs itself, rather than selling through another retailer.