[okareaman]

For those trying follow along, from Andrew Chen's site: DAU/MAU is a popular metric for user engagement – it’s the ratio of your daily active users over your monthly active users, expressed as a percentage. Usually apps over 20% are said to be good, and 50%+ is world class.

How did this metric come into use? DAU/MAU has been a popular metric because of Facebook, which popularized the metric. As a result, as they began to talk about it, other consumer apps came to often be judged by the same KPIs. I first encountered DAU/MAU as a ratio during the Facebook Platform days, when it was used to evaluate apps on their platform.