DAU / MAU & Engagement Ratio

Definition

Daily and monthly active users, and their ratio — how much of the monthly audience shows up on a given day.

Formula

Engagement ratio = DAU / MAU

Worked Example

6,300 daily actives, 18,000 monthly actives:

Engagement = 35%

Interpretation & Pitfalls

Engagement falls before revenue does — it is the leading indicator of churn. >50% is habitual-use territory; <10% suggests occasional-tool usage.

In TupicFinance

Usage metrics from product analytics feed DAU/MAU per service into the KPI system.