DAU / MAU | Definition

What are DAUs and MAUs?

DAU (daily active users) and MAU (monthly active users) are popular metrics to measure user engagement. These metrics measure the number of unique app users in a given period (e.g. 1 day, 7 days, 30 days).

To measure the number of DAU you have to define two things: users and actions. Users, in general, are defined as persons who’ve downloaded your app. The definition of actions can vary depending on your app. Common examples of actions are clicks, logins and downloads.

The DAU/MAU Ratio, also called stickiness, is the proportion of monthly active users that engage with your app in a single day. A DAU/MAU ratio of 50% would mean that you users engage with your app, on average, 15 out of 30 days.

Why are DAUs/MAUs important?

App downloads have become a vanity metric in the app space. Many app developers boast with the number of downloads their app has gotten, but it doesn’t reflect the success of the app.

An app with 10,000 downloads and 1000 active users can be considered to be more successful than an app with 100,000 downloads and 100 active users.

Tracking DAUs and MAUs shifts the mindset to user retention.

What are DAU and MAU Tracking Tools?

Since DAU & MAU are basic metrics, there are tons of tools available that can track them. We want to highlight 3 of them:

  • Google Firebase: Firebase provides the mobile app version of Google Analytics
  • Mixpanel: Mixpanel gives you a strong quantitative analytics foundation
  • UXCam: Trusted by 10,000 app experts, UXCam gives you the ability to analyze user behavior

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