Customer Metrics

Daily Active Users (DAU)

The number of unique users who engage with a product on any given day.

DAU measures how many people find your product compelling enough to return every single day. For products designed to be a daily habit — team communication tools, task managers, analytics dashboards — DAU is the most relevant engagement metric. Low DAU relative to your total user base (expressed as DAU/MAU, the stickiness ratio) suggests that most users drift away between sessions. A DAU/MAU ratio above 50% is considered excellent; below 20% raises questions about whether the product fits into users' daily routines. DAU also drives revenue in usage-based pricing models and is a leading indicator of long-term retention. Sudden drops in DAU often surface bugs, outages, or competitive shifts before they appear in subscription numbers.