DAU/MAU
Daily Active Users divided by Monthly Active Users — a ratio measuring the stickiness of a product by showing how frequently monthly users return on a daily basis.
What it shows
A high DAU/MAU ratio (above 0.5) indicates the product is habit-forming and central to users' daily workflows. Low DAU/MAU signals occasional-use patterns — a churn risk indicator for productivity or workflow tools that should be embedded in daily routines.
Formula
DAU/MAU = Average Daily Active Users ÷ Monthly Active Users. A ratio of 0.5 means the average monthly user returns every other day. Define 'active' by a meaningful product action beyond a login.
Tracked in these industries
SaaS B2B
Subscription-based software sold to businesses. Long sales cycles, multi-stakeholder procurement, and recurring revenue tracked through ARR, NRR, and churn.
SaaS B2C
Subscription software sold directly to individuals. Self-serve, high volume, short cycles — revenue operations focused on activation, retention, and reducing involuntary churn.
E-commerce
Transaction-based retail across digital channels. Revenue tied to conversion rates, AOV, cart abandonment, and multi-channel attribution.
EdTech
Learner subscriptions and institutional licensing. Revenue operations connects engagement data to renewal motions and cohort forecasting.
Media & Publishing
Ad revenue and subscription access. Operations balance CPM yield, subscriber growth, and content performance as revenue signals.
Marketplace & Two-Sided Platforms
Marketplace companies operate dual-sided revenue models — take rates on transactions plus optional SaaS subscriptions for sellers — requiring RevOps to instrument GMV, seller acquisition, buyer activation, and cohort-based retention with attribution models standard CRMs cannot support.