Value Metric
DAU / MAU Ratio
The DAU/MAU ratio measures product stickiness — the share of monthly users who engage on an average day.
What is DAU / MAU Ratio?
The DAU/MAU ratio divides daily active users by monthly active users to express "stickiness": on a typical day, what fraction of your monthly user base shows up. A ratio of 0.5 means the average monthly user engages on roughly half the days in the month.
Stickiness is one of the cleanest measures of habit. Because it normalizes for the size of your base, it lets you compare engagement depth over time and across cohorts regardless of growth.
How to calculate it
DAU/MAU Ratio = DAU ÷ MAU (× 100 for a percentage)
- DAU
- Daily active users (typically averaged over the period)
- MAU
- Monthly active users over the 30-day window
Worked example
With an average DAU of 20,000 and an MAU of 100,000, stickiness = 20,000 ÷ 100,000 = 0.20, or 20%.
What good looks like
- Rough guide20% baseline · 50%+ excellent
Around 20% is a common baseline for consumer apps; 50%+ indicates a deeply habitual product. Daily-use tools aim higher than occasional-use ones.
Why it matters
Stickiness is a leading indicator of retention and product-market fit: habitual products retain and monetize better. Because it is a ratio, it cuts through vanity growth — a rising MAU with a falling DAU/MAU ratio warns that new users are not sticking, even as headline numbers look healthy.
How to improve DAU / MAU Ratio
Increase natural usage frequency
Design triggers and workflows that fit into users’ routines so returning becomes a habit, not a decision.
Learn what makes power users return
Interview your stickiest users to understand the recurring value, then bring that forward for everyone.
Frequently asked questions
What is a good DAU/MAU ratio?
A ratio around 20% is a common baseline for consumer apps, while 50% or higher signals a deeply habitual, daily-use product. The right target depends on how frequently your product is meant to be used — a weekly tool should not be judged against a messaging app.
Why use a ratio instead of raw DAU and MAU?
The ratio normalizes engagement for the size of your user base, so it reflects habit rather than growth. It lets you compare stickiness fairly over time and across cohorts, and it exposes when growth is coming from users who do not stick.