DAU/MAU Ratio
The ratio of Daily Active Users to Monthly Active Users, measuring product stickiness.
Definition
The DAU/MAU ratio indicates how frequently monthly active users engage with your product. A higher ratio means users are more likely to use your product daily, indicating stronger product-market fit and user engagement.
How to Calculate
DAU/MAU Ratio = DAU / MAU × 100
Benchmarks
- 20%+: Excellent stickiness (social networks, messaging)
- 10-20%: Good stickiness (productivity tools)
- 5-10%: Average stickiness (content apps)
- Below 5%: Low engagement, needs improvement
Real-World Example
Social App: 2M DAU and 10M MAU
DAU/MAU Ratio = 2M / 10M × 100 = 20%
This means 20% of monthly users use the app daily - excellent stickiness.