Analytics

What is DAU/MAU Ratio?

Q: What is DAU/MAU Ratio?

The ratio of daily active users to monthly active users, indicating how often users engage with your product.

The DAU/MAU ratio (also called the "stickiness ratio") divides the number of daily active users by monthly active users. It tells you what fraction of your monthly user base uses the product on any given day.

A DAU/MAU of 50% means that, on average, half of your monthly users use the product every day — indicating strong daily engagement. Social media apps typically target 50%+, while B2B SaaS products might see 15-25% as healthy.

This metric is useful because it normalizes for growth. A product can have growing MAU but declining DAU/MAU, which signals that new users aren't engaging as deeply as expected.

Example

Your product has 10,000 MAU and 2,500 DAU, giving a DAU/MAU ratio of 25%. After shipping a daily digest email feature, DAU increases to 3,200, improving the ratio to 32%.

Related Terms

Retention Rate

The percentage of users who return to your product after their first visit within a given time period.

Session

A group of user interactions within a given time frame, representing a single visit to your website or app.

Churn Rate

The percentage of users or subscribers who stop using your product within a given time period.

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