What is DAU/MAU (Daily Active Users / Monthly Active Users)?

DAU counts unique users active on a given day, while MAU counts unique users active during a month. “Active” must be defined (login, deposit, wager, gameplay session, etc.).

DAU/MAU ratio is often used as an engagement indicator (how frequently monthly users return).

DAU/MAU = DAU ÷ MAU

iGaming-specific considerations:

Activity can be driven by sports calendars, promotions, jackpots, and events.
Bots, fraud, and multi-accounting can inflate “active” metrics if not filtered.

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Related Terms

KPI (in iGaming)

A KPI (Key Performance Indicator) is a metric chosen to track progress towards a business goal. In iGaming, KPIs cover revenue, player acquisition, retention and operations.

NPS (Net Promoter Score)

NPS (Net Promoter Score) measures how likely players are to recommend a brand, based on one question rated from 0 to 10.

Conversion Funnel

A conversion funnel is the sequence of steps a visitor takes to become a depositing player, with the number of users counted at each step.

Player Segmentation

Player segmentation is dividing the player base into groups with similar characteristics, so that content, communication and support can be set up per group.

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