DAU/MAU Ratio
The ratio of daily active users to monthly active users, expressed as a percentage. Measures how frequently your monthly users return on a daily basis - also called stickiness.
Also known as: stickiness ratio, engagement ratio
Formula
(DAU / MAU) x 100
Why DAU/MAU ratio matters
DAU/MAU ratio tells you what percentage of your monthly users show up on any given day. A ratio of 50% means half your monthly audience uses the product daily - a sign of strong habit formation.
This metric is more meaningful than DAU or MAU alone because it normalizes for product size. A product with 1,000 DAU and 2,000 MAU (50% ratio) has stronger engagement than one with 10,000 DAU and 100,000 MAU (10% ratio).
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How to calculate DAU/MAU ratio
Divide DAU by MAU and multiply by 100. Use the same definition of "active" for both. The theoretical maximum is 100% (every monthly user comes back every day) and minimum approaches 3.3% (each user comes exactly once per month).
DAU/MAU Ratio Calculator
(DAU / MAU) x 100
What is a good DAU/MAU ratio?
Social apps target 50%+. SaaS productivity tools aim for 20-30%. Analytics and reporting tools typically see 10-20%. E-commerce apps often see 5-15% due to lower expected visit frequency.
Common Mistakes
- -Comparing DAU/MAU ratios across products with fundamentally different use frequencies
- -Not considering that a very high ratio might indicate your product lacks features for deeper weekly or monthly workflows
Pro Tips
- +Track DAU/WAU (weekly) and WAU/MAU separately to understand the full engagement spectrum
- +Use cohort analysis to see how DAU/MAU ratio evolves as users mature
- +A rising DAU/MAU ratio with flat MAU is a strong signal - your existing users are getting more engaged
Related Terms
Daily Active Users (DAU)
The number of unique users who engage with your product on a given day. A core engagement metric for consumer and product-led SaaS applications.
Monthly Active Users (MAU)
The number of unique users who engage with your product at least once within a 30-day period. The standard measure of product reach and adoption.
Stickiness
Stickiness is a measure of how frequently users return to a product, most commonly calculated as the ratio of daily active users (DAU) to monthly active users (MAU), indicating how habit-forming and indispensable a product is.
Engagement Score
An engagement score is a composite metric that combines multiple user activity signals - such as login frequency, feature usage, and content consumption - into a single numerical score that indicates how actively and deeply a user engages with a product.
Further Reading
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