In today’s digital world, understanding how people use a product is very important. Companies track MAU (Monthly Active Users) and DAU (Daily Active Users) to see how many people use their app or service over time. These numbers help businesses know if users like their product, how often they return, and whether the product is “sticky,” meaning people keep coming back. Whether it’s a social media platform or a software app, these metrics guide companies in making better decisions for growth.
What is MAU?
MAU, or Monthly Active Users, is the number of unique people who use a product at least once in the last 30 days. It helps companies understand how many users are active over a month and shows trends in user growth and retention.
What is DAU?
DAU, or Daily Active Users, counts how many unique users engage with a product in a single day. This helps measure how popular a product is and how often people come back each day.
Key Differences Between MAU, DAU, and WAU
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MAU: Measures broad monthly trends.
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DAU: Shows daily activity and engagement.
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WAU: Weekly Active Users give a middle-ground view for products that don’t require daily use.
Using all three helps businesses see how often users interact and whether the product meets their needs.
Comparing User Engagement Metrics
| Metric | Timeframe | Description |
|---|---|---|
| MAU | 30 Days | Shows unique users monthly |
| DAU | Single Day | Shows user activity daily |
| WAU | 7 Days | Shows weekly engagement |
MAU gives a big-picture view, DAU shows detailed daily use, and WAU is useful for apps or services that aren’t used every day.
Use Cases for Each Metric
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SaaS companies: Use MAU for subscription tracking and WAU to see if new users are engaging.
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Social media apps: Focus on DAU to check daily activity, like Instagram or TikTok.
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Startups: Track WAU or MAU to measure growth after launching.
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E-commerce sites: Use DAU to track daily buyers or WAU for post-promotion activity.
Choosing the right metric helps companies make better decisions about growth and retention.
Calculating MAU and DAU
Accurate tracking depends on good data tools. Software like Mixpanel or Userpilot helps track unique users, study groups of users (cohorts), and avoid counting someone twice. Active behaviors, like logging in or making a purchase, should be clearly defined to measure engagement correctly.
Best Practices for Tracking
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Segment users: Separate new, active, and inactive users to get clearer insights.
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Define active actions: Track specific actions like clicks, purchases, or feature use.
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Analyze cohorts: Compare new users vs. long-term users to improve retention.
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Use analytics tools: Standardize data collection for accuracy.
Common Pitfalls to Avoid
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Chasing “vanity metrics” that don’t matter
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Ignoring inactive users
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Overgeneralizing data without analyzing user groups
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Focusing only on short-term activity instead of months of usage
Avoiding these mistakes gives better insights and helps spot trends in user retention.
DAU/MAU Ratio: Product Stickiness
The DAU/MAU ratio shows how “sticky” a product is. It tells you what percentage of monthly users engage daily.
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Formula: (DAU ÷ MAU) × 100
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A higher ratio means users return often and are loyal.
For example:
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Social media apps in Ukraine aim for 50% DAU/MAU.
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SaaS tools usually aim for 13–20%.
This helps businesses see if users are coming back enough and whether they need to improve engagement.
Conclusion
MAU and DAU are key metrics for understanding how people use a product. They show user engagement, retention, and satisfaction, helping businesses make better decisions to improve their apps or services. Consistent tracking and analysis reveal trends, helping companies grow and keep users happy.
Frequently Asked Questions
What is a good DAU/MAU ratio for Ukrainian businesses?
SaaS products usually aim for 13%, while social media platforms target up to 50%.
How can you increase MAU and DAU?
Personalize onboarding, reduce obstacles in your app, and re-engage inactive users to boost numbers.
Why is user engagement important?
High engagement means better retention, potential revenue, and long-term growth.
How often should these metrics be monitored?
Track MAU and DAU daily to catch trends and improve user experience.
Are there industry-specific benchmarks?
Yes! SaaS apps aim for ~13% MAU retention, while social media apps need DAU above 50% for strong engagement.