DAU / MAU

DAU and MAU appear in every Roblox report. They're the most basic active-user metrics and the first numbers anyone checks for a game's health. Mallow and Marsh walk through them at a beginner's pace.

Key takeaways

DAU = the number of unique players who played the game on a single day.
MAU = the number of unique players who played the game across a single month.
DAU ÷ MAU = Stickiness — the standard metric for how habit-forming the game is.
Healthy baseline is around 0.2. Top-tier Roblox titles clear 0.4.

Cast

Mallow

SENIOR CONSULTANT · 13Y

Senior consultant at ZehnStudio26. Good at translating dense topics into plain language.

Marsh

ROBLOX BEGINNER · READER STAND-IN

A marketer at a brand company. Asks "what does that mean?" every time jargon shows up — the reader's voice.

The difference at a glance

Marsh

Mallow, the reports keep listing "DAU" and "MAU" side by side and I lose track of which is which.

Mallow

Daily vs. Monthly. Either a one-day count or a one-month count — that's the only difference. Both count "active users," meaning people who actually played.

Marsh

So if a game's MAU is 300K, that means 300K people play every day?

Mallow

No. MAU is "unique players who logged in at least once during the month." So out of that 300K, only a slice shows up every day.

Marsh

Got it. So MAU is like the customer list, and DAU is the regulars who actually showed up today?

Mallow

Perfect framing. That's exactly why DAU ÷ MAU is called "Stickiness" — it tells you how often your regulars actually come back.

Formula and benchmarks

Stickiness = DAU ÷ MAU

0.1 or lower: significant room to improve (regulars visit once every ~10 days).
~0.2: healthy baseline (once every 5 days ≈ 1–2× per week).
0.3–0.4: strong (every 2–3 days).
0.5+: top-tier (nearly daily).

Worked example

Marsh

Our brand world has a DAU of 500 and MAU of 5,000. So Stickiness is 500 ÷ 5,000 = 0.1. That's low, right?

Mallow

Low. Most of your audience drops in once a month and disappears. Big room to improve.

Marsh

What do you actually do to lift Stickiness?

Mallow

Three classics. (1) Daily login bonus. (2) Weekend-only events. (3) Story-pacing gates (only so much progress per day). The pattern: give them a reason to come back tomorrow.

Marsh

For a brand world, would that look like a different limited item dropping each day?

Mallow

Yes — that's the standard play. Plus "this week's mission" or "daily NPC." Static content gets stale; rotation pulls people back.

Where to find it inside Roblox

In the Roblox Creator Hub, the “Analytics” tab shows DAU and MAU graphs out of the box. Stickiness isn’t displayed automatically — you calculate it yourself, or use an external analytics tool (e.g. RoMonitor) to surface it.

Day 1 / Day 7 Retention: the share of new players who come back one day or one week later. The "continuity" metric paired with Stickiness.
Session Length: how long a single play session lasts. Even at high Stickiness, short sessions cap monetization.
Churn Rate: the inverse of retention — the share of players who left.