What is DAU/MAU Ratio?
DAU/MAU ratio compares the number of daily active users to monthly active users to measure how often people return to a product. It’s expressed as a percentage and is used as a simple indicator of user engagement or “stickiness.”
DAU/MAU = (Daily Active Users ÷ Monthly Active Users). Active
is defined by an action you care about (e.g., opening the app, submitting a response, viewing a form). The ratio shows what share of your monthly audience is active on a typical day. Higher percentages mean users come back more often; lower percentages indicate more sporadic or one-off usage. Interpret the number in context: a messaging app will have a much higher expected DAU/MAU than a survey tool used only during periodic campaigns.
Usage example
Example: In a 30‑day period your platform had 2,000 unique monthly users (MAU). On a typical day 400 unique users interacted (DAU). DAU/MAU = 400 ÷ 2,000 = 0.20, or 20%. Interpretation: about one in five monthly users are active on an average day — a reasonable level of daily engagement for many community or feedback tools.
Practical application
Why it matters: DAU/MAU gives a quick view of how frequently people return, helping you decide whether people are engaging regularly or only during campaigns. For Hearo you can use it to: - Monitor admin adoption (are survey creators using the builder regularly?) - Track participant engagement between outreach pushes (are people returning to update consent, complete follow-ups, or flag translations?) - Detect engagement drops after an update or campaign and trigger re-engagement tactics (reminders, simplified flows, language-specific outreach). Limitations: DAU/MAU is a blunt tool — it doesn’t show quality of engagement, completion rates, or differences across languages and cohorts. Use it alongside completion rate, response per survey, WAU and cohort retention to get a fuller picture.
FAQ
What is a "good" DAU/MAU ratio?
There is no universal benchmark — it depends on your product and use case. Messaging apps often exceed 50%, while tools used for occasional tasks (surveys, tax filing, booking) commonly sit below 20%. For survey platforms like Hearo, a lower DAU/MAU can be normal; focus on trends and cohort comparisons rather than a single target number.
How should I define "active" when calculating DAU/MAU?
Define active
by meaningful actions that indicate engagement for your goals: viewing a survey, starting or submitting a response, flagging a translation, or creating a form. Keep the definition consistent across DAU and MAU and document it so comparisons over time are valid.
Can DAU/MAU be misleading?
Yes. It can mask seasonality (campaign-driven spikes), large one-off mailouts, bot activity, or different behavior across language groups. Also it won’t show whether users finish surveys or the quality of responses. Combine DAU/MAU with completion rates, response quality checks, and cohort analysis to avoid false conclusions.