You are right that the range is wide. You need to figure what are good values to have for your category. Also, you can focus on the trend (is your DAU/MAU increasing vs decreasing after you make changes) even if benchmarking is tough.
Unless your app is adding a huge number of users every day (which can skew DAU/MAU), you can trust the ratio as a good indication of how engaged your users are.
For games, DAU/MAU of ~20-30% is considered to be pretty good.
For social apps, like a messenger app, a successful one would have a DAU/MAU closer to 50%.
In general most apps struggle to get to DAU/MAU of 20% or more.
Make sure you have the right definition of who is an active user for your app, and get a good sense of what % of users are actually using your app every day.
Happy to discuss what is a good benchmark for your specific app depending on what it does.
There is no one "good" DAU/MAU number, they vary a lot: is the app paid or free? Is it free with ads or free with IAPs (or maybe no monetization whatsoever)? Is it a game or something else? Some games/apps with low DAUs (in tens of thousands) make more money than much bigger competitors so you really need to focus on specifics of your app. Let me know if you can share more details of your app...
This is the wrong question to ask its like asking how much revenue is good. The more the better.
In general i would place a value of $.25 to $.75 in potential revenue on single MAU on average. However this varies based on the 3 levers which are: # of MAU, length of session, and frequency. It also varies on the type of monetization and app type ie in app purchase vs ads, games vs utilities. etc.
Another interesting thing we're seeing on apptopia now is people buying up android apps with large install base, but low engagement i.e. utilities. As it turns out you can monetize the apps with certain ad networks that install some addons to the phone and display ads outside the app or through push notification. Some examples: Pingjam for caller id ads, Airpush for push notification ads,StartApp and many more. At some point Google will catch up and block these networks but as of right now its a wild wild west out there....
hope this helps.
Daily Active Users (DAU) measures the number of active users who visit your app in a single day. Keep in mind this metric track usage based on individual, not sessions. For example, if a single user launches your app multiple times a day, the DAU for that user would still only be one. This gives you an accurate reading of how many unique visitors you are getting daily. Here is how you calculate DAU: # of users who open your app in a day. Monthly Active Users (MAU) measures the number of unique users to your app over a 30-day period. This stickiness metric indicates your app’s ability to attract and retain users over time.
In order to measure DAU/MAU, you’ll have to first identify what it means to be an active user for your app. Active users could do something as minimal as launching your app, or as significant as making a purchase or building a profile. While tracking DAU/MAU goes back to the dawn of user engagement, mobile marketers are advised to use this metric with caution. These numbers on their own do not provide an accurate assessment of growth. However, what DAU does not reveal is the number of users who download your app but never use it after the first launch, or those who get no value out of it and churn after a few days. So, while these numbers on their own can be classified as superficial vanity metrics, pairing them with meatier metrics that track conversions, revenue, and retention provide you with a more accurate reading of app growth.
A good DAU/MAU benchmark varies based on what type of app you have. Generally, you want to focus more on how your DAU/MAU is trending over time rather than the actual number. Apps over 20% are said to be good, and apps that reach 50%+ (like Facebook) are excellent.
Besides if you do have any questions give me a call: https://clarity.fm/joy-brotonath