How do I calculate DAU / MAU?

Use the formula(s) on this page. Keep inputs consistent by period and basis.

What are good benchmarks?

Benchmarks vary by model and stage. See Benchmarks on this page for ranges.

Inconsistent definitions/time windows; wrong basis (revenue vs gross profit).

Pitchkit

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GLOSSARY

DAU / MAU

Daily and monthly active users; ratio shows engagement stickiness.

Why it matters

DAU/MAU ratio indicates habit strength. Higher ratio = users return more frequently.

Benchmarks

Social/messaging: 50%+ DAU/MAU. Productivity tools: 20-40%. Monthly-use products: 10-20%.

Worked example

DAU 15,000; MAU 50,000 → DAU/MAU = 30%. Users visit roughly every 3 days on average.

Common pitfalls

Not defining active consistently; counting bots/spam; not segmenting by user type.

How to show in your deck

Back to Glossary

GLOSSARY

DAU / MAU

Daily and monthly active users; ratio shows engagement stickiness.

Why it matters

DAU/MAU ratio indicates habit strength. Higher ratio = users return more frequently.

Benchmarks

Social/messaging: 50%+ DAU/MAU. Productivity tools: 20-40%. Monthly-use products: 10-20%.

Worked example

DAU 15,000; MAU 50,000 → DAU/MAU = 30%. Users visit roughly every 3 days on average.

Common pitfalls

Not defining active consistently; counting bots/spam; not segmenting by user type.

DAU / MAU

Why it matters

Benchmarks

Worked example

Common pitfalls

How to show in your deck

DAU / MAU

Why it matters

Benchmarks

Worked example

Common pitfalls

How to show in your deck

Deck snippet

Formulas

FAQs

Related terms

Why it matters

Benchmarks

Worked example

Common pitfalls

How to show in your deck

Why it matters

Benchmarks

Worked example

Common pitfalls

How to show in your deck

Deck snippet

Formulas

FAQs

How do I calculate DAU?

What are good benchmarks?

Common pitfalls?

Related terms