DAU/MAU is an important metric, but here’s where it fails
Andrew Chen
JULY 23, 2018
How DAU/MAU got popular. 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. This metric was always impressive for Facebook because it’s always been high.
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