The percentage of monthly active users who play on a given day. Also known as Sticky Factor in the analytics and game industries, this metric is often used as one estimate of player engagement.

Note that the metric includes both returning and new players. An influx of new players could mask the exit (churn) of existing players. In other words, a steady DAU per MAU metric doesn’t mean high player engagement if players are leaving your game just as fast as they join. Always examine retention metrics as well.