Annual Recurring Revenue

Detailed Description

DAU/MAU Ratio (Daily Active Users to Monthly Active Users ratio) measures how active monthly users are on a daily basis. In other words, this engagement metric measures the number of days in each month that users performed an activity that qualifies them as active users. A higher DAU/MAU Ratio generally indicates high stickiness, meaning users consistently return to the app.

How To Calculate

It is calculated by dividing the total daily active users by monthly active users. For example, if 3,000 out of 9,000 users complete certain pre-defined tasks to qualify as daily active users, you have a DAU/MAU ratio of 3,000/9,000 or 33%.


ƒ Count(DAU) / Count(MAU)


The standard benchmark for DAU/MAU Ratio varies depending on the type of business and business model. B2B businesses tend to have a lower ratio while a good B2C business DAU/MAU ratio is around 20% – 50%.

Related Metrics

Daily Active Users
Monthly Active Users
Net Promoter Score