DAU / MAU
DAU (Daily Active Users) and MAU (Monthly Active Users) count unique active users per day and per month. Their ratio, DAU/MAU, is a quick read on product stickiness — how often people actually come back.
How the DAU/MAU ratio is calculated
Divide DAU by MAU: 300,000 DAU against 1,500,000 MAU gives 0.2, meaning the average user opens the app roughly 6 times a month (0.2 × 30). The higher the ratio, the more often the audience returns instead of opening once and disappearing.
DAU/MAU in PWA arbitrage
For a buyer, DAU/MAU signals whether retention holds up after a PWA install: high values are typical for gambling and betting with daily sessions, low values for one-off utility offers. APEX's push engine with segmentation and scheduled sends lifts DAU by waking up dormant installs that would otherwise never reopen the PWA.
FAQ
- What's a good DAU/MAU ratio?
- Gambling and betting offers usually aim for 0.2–0.3 or higher; one-off utility offers can sit noticeably lower — the number only means something compared within the same vertical.
- How do you raise DAU/MAU on a PWA?
- Mainly through push: segment the base by activity and bring dormant users back with triggered and scheduled sends, rather than relying only on organic return visits.
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