Daily Active Users to Monthly Active Users (DAU/MAU) Ratio

Context:
- It can (often) be a Lagging Measure.
- It can be a Service Stickiness Measure.
- …
Example(s):
- [[facebook's DAU/MAU rate]], which is often above 50%.
- …
Counter-Example(s):
- Customer Churn Rate.
See: User Engagement Measure.

References

https://andrewchen.co/dau-mau-is-an-important-metric-but-heres-where-it-fails/
- QUOTE: ... This metric was always impressive for Facebook because it’s always been high. It’s historically been >50%. In fact, I was curious at one point whether or not it’s always been that good. And it has! I found this from a Facebook 2004 media kit showing crazy high numbers even with a small base of 70k users:
  ...
  ... a lot of people seem to implement emails and push notifications thinking it’ll help. My experience is that it tends to increase casual numbers (the MAU) but not the daily users. In other words, it’ll actually lower your DAU/MAU to focus on notifications because you’ll grow your MAUs more highly than your DAUs. ...
  ... In conclusion, if your product is a high-frequency, high-retention product that’s ultimately going to be ads supported, DAU/MAU should be your guiding light. But if you can monetize well, develop network effects, or quite frankly, your natural cadence isn’t going to be high – then just measure something else!

http://mygamehud.com/post/49/dau-mau-ratio
- QUOTE: The DAU / MAU Ratio strives to show the percentage of Monthly Active Users (MAU) that return to play your game each day. It is calculated by dividing your Daily Active Users (DAU) by your MAU.

http://geckoboard.com/learn/kpi-examples/startup-kpis/dau-mau-ratio/
- QUOTE: The Daily Active Users (DAU) to Monthly Active Users (MAU) Ratio measures the stickiness of your product - that is, how often people engage with your product. DAU is the number of unique users who engage with your product in a one day window. MAU is the number of unique users who engage with your product over a 30-day window (usually a rolling 30 days).