Daily Active Users (DAU) & Monthly Active Users (MAU)

Daily Active Users (DAU)

By definition: Daily active users (DAU) is the number of users that use the website/ page, service or the application per day.
DAU can be the the average of the last few days or presented as the last recorded value.
In some instances, some companies falsely present their highest Daily active users figure as their DAU.

Misconception: Users should not use the app or service daily to be labeled DAU, the DAU do not measure the amount of people that are daily using a specific app, instead it measures the active users on a specific day, and present an average value on several days.

Daily Active Users is a measure of stickiness, it allow the marketers to measure the success of an internet product, like apps, games, etc . It consist on measuring the amount of users that are actually using the app, not only those that installed it. Or the users that are repetitive visitors not only those that checked the page once.
DAU is the best measure of stickiness for games.

In simple words, “daily active users” metric is important to determine the number of users that do understand the product and understand how to use the product, and end up using it frequently.

DAU have became more important with the advent of smartphone and the shift towards the mobile internet.

Monthly Active Users (MAU)

By definition: Monthly active users (MAU) is the number of users that use the website/ page, service or the application per month. It is usually measured by counting the number of unique users during a specific measurement period, such as within the previous 30 days.
MAU can be the the average of the last few months or presented as the last recorded value.

MAU is also a measure of stickiness, even though it is less an indicator of successful product than the DAU. MAU is an indicator of engagement for applications that require less engagement than games, like for example accounting software or other apps that are necessary few times a month.

Success is measured with daily active users!

Case Facebook vs Google+ :
Google+ is believed to have more than a billion registered user, whereas Facebook have more than a billion and half.
The difference between these 2, is while the G+ have around 10% of active users (possibly Monthly Active Users), Facebook has 1.65 billion monthly active users and 1.09 billion daily active users.
The difference in Daily Active Users is what makes the difference between a very active social network and a Ghost town.

facebook daily active users

When to measure DAU and when to measure MAU ?

Daily Active Users are to be focused on when you have:
– Mobile games.
– Apps that require daily activity.
– Social websites.
– Enterprise software.

Monthly Active Users are to be focused on when you have:
– E-commerce or Marketplace applications.
– Educational applications.
– Payment or deals applications.
– Chat or VoIP applications.

Calculate DAU/MAU to get stickiness of the App.

Get the DAU – All users who have launched the App or service on a specific day.

Get the MAU – All users who have launched the App or service at least once in that month or 30 days prior to the specific day.

DAU/MAU – shall give the stickiness of your App. If you have, for example, 0.10, it means that on that day only 10% of the users used the software/service/ app, or 10% retention. A good retention target is 20%+. Keep an eye on this number, if it starts falling, that means your users are going away!