DAU/MAU compares daily active users with monthly active users, using the same definition of activity. DAU/MAU = Daily Active Users / Monthly Active Users × 100. A single-day ratio describes that day; using average DAU over the month gives an average daily share. It does not prove that the same users return every day or establish product-market fit.
What is the DAU/MAU Ratio?
The DAU/MAU ratio (Daily Active Users divided by Monthly Active Users) measures product stickiness - how often monthly users return daily. Interpret it alongside the product's intended usage frequency and depth of use.
DAU/MAU Formula
DAU/MAU Ratio = Daily Active Users / Monthly Active Users
The result is expressed as a percentage. A single-day ratio of 50% means half of that month's active users were active on the measured day. It does not identify a group that returns every day.
Historical DAU/MAU reference values
| Category | Average in 2023 |
|---|---|
| All industries | 37% |
| Technology | 41% |
| Financial services | 40% |
| Ecommerce | 29% |
Source: Mixpanel 2024 Benchmarks Report, page 27, using mean DAU divided by mean MAU. These are historical sample averages, not targets.
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You calculate stickiness DAU 3.2k · MAU 12k
pmtk → DAU/MAU = 26.7%
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DAU / MAU Calculator
Compare daily active users with monthly active users to examine engagement frequency.
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Unique users who engage with your product daily.
Unique users who engage with your product monthly.
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Why this matters
DAU/MAU compares daily activity with monthly reach. Interpret it using the product’s expected usage frequency and a consistent definition of active. Review cohort retention separately; this ratio alone does not establish product-market fit.
Published engagement benchmarks
Mixpanel's 2024 report describes 2023 usage. Its stickiness measure divides mean unique daily active users by mean unique monthly active users. These historical industry averages are not targets for every product.
| Industry | 2023 average stickiness |
|---|---|
| All industries | 37% |
| Technology | 41% |
| Financial services | 40% |
| Media | 36% |
| Healthcare | 30% |
| Ecommerce | 29% |
| Gaming | 27% |
Use the same active-user definition and averaging method when comparing. A single day's DAU divided by one month's MAU is not the same summary measure.
Mixpanel 2024 benchmarks, page 27Ratio = DAU ÷ MAU × 100
Count unique users. MAU must include DAU — a user active today was also active this month.
What is DAU/MAU Ratio?
DAU/MAU compares daily active users with monthly active users. Use the ratio and its trends to examine engagement frequency, alongside retention and other evidence of product-market fit.
How to Calculate DAU/MAU Ratio
- Count your Daily Active Users (DAU) - users who engage with your product daily
- Count your Monthly Active Users (MAU) - unique users who engage monthly
- Calculate the ratio: (DAU ÷ MAU) × 100
- Compare against industry benchmarks for your category
- Analyze trends and patterns to identify improvement opportunities
Published engagement benchmarks
Mixpanel's 2024 report describes 2023 usage, with average stickiness of 37% across industries: technology 41%, financial services 40%, media 36%, healthcare 30%, ecommerce 29%, and gaming 27%. Its measure is mean unique DAU divided by mean unique MAU. Match that method and the active-user definition before comparing a result.
Mixpanel 2024 benchmarks, page 27
Benefits of Tracking DAU/MAU Ratio
Predict Revenue Health
Higher DAU/MAU tends to go with better retention, since habitual daily use is itself a retention signal.
Validate Product-Market Fit
A ratio above a matched benchmark is one signal to examine alongside retention, customer feedback, and unit economics.
Optimize Resource Allocation
Focus development on features that drive daily habits and engagement.
Benchmark Competitively
Compare stickiness against category leaders objectively.
Common DAU/MAU Calculation Pitfalls
❌ Comparing ratios across different categories
25% might be excellent for B2B SaaS but poor for social media apps.
Always benchmark within your specific product category
❌ Including all registered users in MAU
Including inactive registered accounts understates the share of monthly active users who were active daily.
Define 'active' clearly (performed core action) and stick to it
❌ Ignoring cohort degradation over time
Overall ratio masks that new users drop from 40% to 10% after 60 days.
Track DAU/MAU by user cohort age to spot retention cliffs
Illustrative Example: Segmenting Engagement
Why a blended DAU/MAU can hide the real story
Picture a visual-discovery app with a healthy-looking overall DAU/MAU. Split it by user type and the average often masks two very different groups: a small set of power users who return almost daily, and a large set of casual browsers who visit occasionally. The numbers below are illustrative, not from a specific company.
Overall DAU/MAU: moderate
Power users: much higher
Casual users: much lower
Mobile vs desktop: often differs
Compare segments before choosing changes. A blended ratio can hide differences in usage frequency and audience mix.
What is DAU/MAU Ratio?
The DAU/MAU ratio measures product stickiness: the share of your monthly active users who show up on a given day. If DAU is averaged across the same 30-day MAU window, 25% corresponds to 7.5 active days per monthly active user. A single-day snapshot does not support that interpretation. Judge it against your product category, since daily-use and weekly-use products differ widely.
DAU/MAU Formula
DAU/MAU = (Daily Active Users ÷ Monthly Active Users) × 100
Usage context
Compare products with the same expected usage frequency and active-user definition.
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DAU/MAU benchmarks by category
| Category | DAU/MAU ratio |
|---|---|
| All industries | 37% |
| Technology | 41% |
| Financial services | 40% |
| Media | 36% |
| Healthcare | 30% |
| Ecommerce | 29% |
| Gaming | 27% |
Common questions
What is a good DAU/MAU ratio?
There is no universal good DAU/MAU ratio because expected usage frequency differs by product and job. Compare the ratio with a consistent definition of active user and your own historical cohorts; low frequency can be appropriate for a product designed for weekly or monthly use.
How do you calculate DAU/MAU ratio?
DAU/MAU ratio = (Daily Active Users ÷ Monthly Active Users) × 100. For example, if you have 5,000 daily active users and 20,000 monthly active users, your DAU/MAU ratio is (5,000 ÷ 20,000) × 100 = 25%. Calculate yours instantly with PM Toolkit's free DAU/MAU calculator.
Why is DAU/MAU ratio important for business growth?
DAU/MAU compares daily activity with the monthly active audience. It helps you see whether product use fits the expected frequency, but it does not measure retention, willingness to pay, or lifetime value. Inspect those measures separately before drawing conclusions about growth.
How can I improve my DAU/MAU ratio?
Look at the features your most engaged users return to, then help more users find and use them. Better onboarding, daily use cases, reminders, streaks, and progress tracking can give people reasons to come back.
What's the difference between DAU/MAU and retention rate?
DAU/MAU compares users active on a day with users active in the month. Retention follows the same starting group to see how many return later. A high ratio can coexist with low retention if a small active group uses the product often while many others leave.
How does DAU/MAU relate to product-market fit?
DAU/MAU can help describe usage frequency, but no ratio establishes product-market fit. Check whether users return when they need the product and whether the product meets a need in the target market. Weekly or monthly tasks can produce low DAU/MAU even when users value the product.