Daily Active Users (DAU) vs Monthly Active Users (MAU)
DAU and MAU both count engaged users but at different time horizons. Their ratio (DAU/MAU, known as 'stickiness') reveals whether users have a daily habit or only occasional engagement. Consumer apps aim for high stickiness; B2B tools with weekly workflows may naturally have lower ratios.
At a Glance
Daily Active Users (DAU)
Number of unique users who engage with the product each day
Monthly Active Users (MAU)
Number of unique users who engage with the product in a month
Key Differences
- DAU/MAU ratio (stickiness) benchmarks engagement depth — world-class consumer apps target > 50%.
- DAU reacts quickly to product changes; MAU smooths out day-of-week patterns.
- For most B2B SaaS, MAU is the more appropriate primary engagement metric.
- Both metrics need a clear definition of 'active' (login vs meaningful action).
When to Use Each
Use Daily Active Users (DAU) when…
Use DAU for consumer apps, social platforms, and tools designed for daily use. It reflects whether you have built a daily habit.
Full Daily Active Users guide →Use Monthly Active Users (MAU) when…
Use MAU for B2B products, productivity tools, and any product where weekly or monthly usage is the natural cadence.
Full Monthly Active Users guide →Formulas
DAILY ACTIVE USERS (DAU)
DAU = Count of Unique Users Performing a Core Action in a Day
MONTHLY ACTIVE USERS (MAU)
MAU = Count of Unique Users with Activity in Past 30 Days
Charts
Daily Active Users (DAU)
Monthly Active Users (MAU)