Sales Forecasting

DAU/MAU Ratio

2026-05-31 7 min read

DAU/MAU ratio measures daily active users as a percentage of monthly active users — a canonical product-engagement metric. A 50% DAU/MAU means the average user opens the product on roughly half the days of the month. Consumer benchmarks: best-in-class apps (Spotify, Instagram) sustain 50–70%; productivity apps (Slack, Figma) sustain 60–80% during workdays; transactional apps (banking, ridesharing) may sustain 5–15%. For B2B SaaS, DAU/MAU correlates strongly with NRR and contract expansion.

TL;DR

<strong>DAU/MAU ratio</strong> measures daily active users as a percentage of monthly active users — a canonical product-engagement metric. A 50% DAU/MAU means the average user opens the product on roughly half the days of the month. Consumer benchmarks: best-in-class apps (Spotify, Instagram) sustain 50–70%; productivity apps (Slack, Figma) sustain 60–80% during workdays; transactional apps (banking, ridesharing) may sustain 5–15%. For B2B SaaS, DAU/MAU correlates strongly with NRR and contract expansion.

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Sources

Definitions and benchmarks reference primary sources from the Sales Forecasting pillar. Verified at publication.

  1. 1 State of Sales Forecasting — Gartner, 2025. View source .
  2. 2 AI Revenue Forecasting Accuracy Study — Forrester, 2025. View source .
  3. 3 Pipeline Coverage Benchmarks B2B SaaS — Pavilion, 2025. View source .

Fairview cites primary sources only — government data, academic research, industry benchmarks from named publishers, and official vendor documentation. See our editorial standards.