DAU/MAU (Stickiness Ratio)
The ratio of daily active users to monthly active users, measuring how often users return.
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Definition
DAU/MAU (also called stickiness ratio) measures how frequently monthly users engage with a product on a daily basis. A ratio of 50%+ indicates a daily-use product, while 20-25% suggests weekly usage patterns.
Benchmarks vary by category: social media (50-65%), messaging (60-70%), productivity tools (25-40%), e-commerce (5-15%), and SaaS dashboards (15-30%). The ratio reveals whether your product is a daily habit or an occasional utility.
Stickiness is closely tied to retention and engagement. Products with high DAU/MAU ratios tend to have better retention, higher LTV, and stronger word-of-mouth growth because frequent usage reinforces habit formation.
Why It Matters for Founders
DAU/MAU tells you whether your product is a daily habit or a periodic tool. Daily-use products are more valuable because they create stronger habits, generate more data, have more monetization opportunities, and are harder to replace.
For founders, understanding stickiness helps set realistic engagement targets. Not every product should aim for daily use — enterprise SaaS used weekly is perfectly healthy. The key is understanding your product's natural usage frequency and optimizing for it.
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Formula
Stickiness = DAU / MAU × 100%Real-World Example
An app has 50K DAU and 200K MAU. Stickiness = 50K / 200K = 25%. This means the average user opens the app about 7-8 days per month.
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Frequently Asked Questions
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