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DAU/MAU Ratio
The ratio of daily active users to monthly active users, measuring how frequently users engage with a product.
Formula
DAU/MAU Ratio = Daily Active Users ÷ Monthly Active Users × 100
Stickiness = DAU/MAU (same calculation, different name)
Definition
What is DAU/MAU Ratio?
DAU/MAU ratio (also called stickiness) measures how often monthly users engage with your product daily. It's calculated by dividing daily active users by monthly active users.
A 50% DAU/MAU means the average monthly user opens your app 15 days per month. A 10% ratio means they use it only 3 days per month.
Why DAU/MAU Matters
High stickiness indicates a product that's woven into daily habits. These products have stronger retention, more engagement opportunities, and typically better monetization potential.
Social apps like Facebook and messaging apps like WhatsApp achieve 50%+ DAU/MAU. Most apps are happy with 20-30%. Below 10% suggests the product isn't forming habits.
DAU/MAU Benchmarks
Social/Communication apps: 50%+ is expected. Productivity tools: 30-50% is strong. Entertainment/Gaming: 20-30% is typical. Utility apps: 10-20% may be acceptable depending on use case.
Example
Your app metrics:
- Daily Active Users (DAU): 15,000
- Monthly Active Users (MAU): 50,000
DAU/MAU = 15,000 ÷ 50,000 = 30%
On average, users engage with your app about 9 days per month. That's decent for most apps but would be low for social or communication tools.
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