Also known as: stickiness, daily engagement ratio
DAU/MAU Ratio
ConceptualMetricsProduct
Definition
DAU/MAU Ratio: DAU/MAU ratio divides Daily Active Users by Monthly Active Users, measuring what percentage of monthly users engage daily. A 50% ratio means users engage 15 days per month on average. Higher ratios indicate stickier products with habitual usage. Consumer apps target 20%+; B2B can be lower.
Example Usage
“Our DAU/MAU is 35%—users engage about 10 days per month. Adding daily notifications increased it to 42%.”
Common Misconceptions
Higher is always better. Some products are naturally weekly or monthly; force-fitting daily engagement can backfire.
Same benchmark for all products. Consumer social targets 50%+; enterprise B2B might be 10-20%.
DAU/MAU measures value. It measures frequency, not whether users achieve their goals.
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