DAU/MAU Ratio (Stickiness)
The ratio of daily active users to monthly active users, used as a proxy for how habitual or 'sticky' product usage is.
“How often, within a month, do active users come back on a given day?”
How habitual product usage is relative to its intended use-case cadence.
Whether that usage is valuable — a support tool that's used daily because it's broken isn't a success story.
Numerator
Average Daily Active Users over the month
Denominator
Monthly Active Users
Example
Average DAU of 18,000 against MAU of 90,000. DAU/MAU = 18,000 / 90,000 = 20%.
Recommended visualization: Rolling 90-day line chart
Benchmark against the product's intended cadence — a daily-use tool (chat app) should target 50%+, while a weekly-use tool (payroll) should not be judged against that bar.
- Ensure 'active' event definition is consistent between DAU and MAU calculations
- Applying a universal DAU/MAU benchmark (e.g., Facebook's ~50%) to products with inherently weekly or monthly use cases
Get a conversational, stakeholder-friendly explanation of this KPI, generated on demand.