Daily Active Users (DAU) measures the number of active users who visit your app in a single day. Keep in mind this metric track usage based on individual, not sessions. For example, if a single user launches your app multiple times a day, the DAU for that user would still only be one. This gives you an accurate reading of how many unique visitors you are getting daily. Here is how you calculate DAU: # of users who open your app in a day. Monthly Active Users (MAU) measures the number of unique users to your app over a 30-day period. This stickiness metric indicates your app’s ability to attract and retain users over time.
In order to measure DAU/MAU, you’ll have to first identify what it means to be an active user for your app. Active users could do something as minimal as launching your app, or as significant as making a purchase or building a profile. While tracking DAU/MAU goes back to the dawn of user engagement, mobile marketers are advised to use this metric with caution. These numbers on their own do not provide an accurate assessment of growth. However, what DAU does not reveal is the number of users who download your app but never use it after the first launch, or those who get no value out of it and churn after a few days. So, while these numbers on their own can be classified as superficial vanity metrics, pairing them with meatier metrics that track conversions, revenue, and retention provide you with a more accurate reading of app growth.
A good DAU/MAU benchmark varies based on what type of app you have. Generally, you want to focus more on how your DAU/MAU is trending over time rather than the actual number. Apps over 20% are said to be good, and apps that reach 50%+ (like Facebook) are excellent.
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