Engagement ratio (DAU:MAU)

Daily active users over monthly active users: how much of your monthly audience shows up daily. A ratio of 0.5 is the gold standard, meaning the product is a daily habit for half its monthly users. DAU:WAU reads the same way on a weekly window.

Engagement Ratio = DAU / MAU

Define active deliberately: a login, a key action tied to the product's core value, or a minimum session length that filters bounces. Count each user once per window. For B2B, judge against workdays; for freemium, split free and paid engagement. A stricter bar: A3x7, users active three or more days a week.