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MOBILE ENGAGEMENT · AUDIENCE RHYTHM

App DAU/MAU Stickiness

Compare today’s DAU/MAU with 7-day and 28-day averages, then read the daily rhythm without mistaking a snapshot for retention.

MOBILE ENGAGEMENT · AUDIENCE RHYTHM

Is today typical for your active audience?

AUDIENCE WINDOWS● LOCAL

Use the same platform, identity, and active-user definition in every window.

24.0%today / MAU
Today24.0%
7 day avg23.6%
28 day avg21.0%
DAU / MAU · TODAY24.0%

38,000 monthly users were not active today. Compare the short and full-window averages below to see whether today looks typical.

7-day avg / MAU23.6%
28-day avg / MAU21.0%
28-day active days / person¹5.9 days
7d vs 28d+2.6 pts
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Read the activity rhythm

Today can move sharply with weekday patterns, launches, and reporting delays. Compare it with both averages before calling it a trend.

Today is a snapshot7 days smooths weekday swings28 days shows the wider baseline
¹ Average active days is an approximation from 28-day average DAU ÷ MAU × 28. It assumes a stable audience and does not measure individual return frequency.

Use the same identity, platform coverage, event definition, and complete reporting windows for every input. DAU/MAU is an audience ratio, not a cohort retention rate or a universal quality score.

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How this app works

Compare today’s DAU/MAU with 7-day and 28-day averages, then read the daily rhythm without mistaking a snapshot for retention. Results update as you edit inputs; the formula and source link are shown beside the estimate.