DAU/MAU Ratio measures daily active users as a percentage of monthly active users, indicating product stickiness and user engagement. A higher ratio means users return more frequently. The formula is DAU/MAU = Daily Active Users / Monthly Active Users x 100%. A good benchmark is 20%+ is good for SaaS, 50%+ is excellent (social media level). PM Toolkit's free DAU/MAU calculator helps product managers measure engagement with engagement trend analysis with stickiness scoring and cohort comparison.
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. A higher ratio indicates stronger user engagement and habit formation. It is one of the most important metrics for consumer and SaaS products.
DAU/MAU Formula
DAU/MAU Ratio = Daily Active Users / Monthly Active Users
The result is expressed as a percentage. A ratio of 50% means half of your monthly users engage with the product every day.
DAU/MAU Benchmarks by Category
| Category | Good | Great | Best-in-Class |
|---|---|---|---|
| Social Media | 30% | 50% | 70%+ (WhatsApp) |
| SaaS Tools | 13% | 20% | 40%+ (Slack) |
| Mobile Gaming | 10% | 20% | 30%+ |
| Ecommerce | 5% | 10% | 20%+ |
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DAU / MAU Calculator
Stickiness — how often your monthly users actually come back. A north-star engagement metric.
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Unique users who engage with your product daily.
Unique users who engage with your product monthly.
Stickiness
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Enter DAU and MAU, then Calculate.
Why this matters
DAU/MAU reveals whether your MAU count is real stickiness or a vanity number propped up by acquisition. Social and gaming products target 20%+; B2B SaaS healthy range is 10–15%. Segment by cohort — averages hide retention gaps.
Industry Benchmarks
Compare your DAU/MAU ratio against typical ranges by industry and product type
| Industry | Typical Segments | Average | Industry Range |
|---|---|---|---|
Social Media & Messaging Daily habits drive social engagement | Messaging apps:50-90% Social networks:50-70% | 50-70% | |
Entertainment & Streaming Content consumption varies by release cycles | Streaming & video:30-45% Audio & music:25-40% | 35% | 25-45% |
Gaming Game mechanics drive return frequency | Casual games:30-40% Core games:25-35% Hypercasual:20-25% | 20-35% | 20-40% |
B2B SaaS Weekday usage patterns are common | Daily-use tools:30-40% Periodic-use tools:10-20% | 10-40% | 10-40% |
B2C SaaS Consumer habits vary by utility | Habit-forming apps:25-35% Utility apps:15-25% | 20-30% | 20-50% |
E-commerce & Marketplaces Purchase cycles drive engagement | Marketplaces:10-20% Online stores:8-12% | 8-20% | 8-20% |
Fintech Transaction-based engagement | Trading & investing:15-20% Banking & payments:8-12% | 8-15% | 8-15% |
Social Media & Messaging
Daily habits drive social engagement
Typical Segments:
Messaging apps:50-90%
Social networks:50-70%
50-70%
Entertainment & Streaming
Content consumption varies by release cycles
Typical Segments:
Streaming & video:30-45%
Audio & music:25-40%
Average: 35%
Gaming
Game mechanics drive return frequency
Typical Segments:
Casual games:30-40%
Core games:25-35%
Hypercasual:20-25%
Average: 20-35%
B2B SaaS
Weekday usage patterns are common
Typical Segments:
Daily-use tools:30-40%
Periodic-use tools:10-20%
Average: 10-40%
B2C SaaS
Consumer habits vary by utility
Typical Segments:
Habit-forming apps:25-35%
Utility apps:15-25%
Average: 20-30%
E-commerce & Marketplaces
Purchase cycles drive engagement
Typical Segments:
Marketplaces:10-20%
Online stores:8-12%
Average: 8-20%
Fintech
Transaction-based engagement
Typical Segments:
Trading & investing:15-20%
Banking & payments:8-12%
Average: 8-15%
Sources: Directional ranges from Mixpanel and a16z product benchmarks. These are approximate rules of thumb by category, not company-reported figures. Companies do not publish DAU/MAU by name, so treat any single number as illustrative.
Excellent40%+
Good20-40%
Fair10-20%
Poor<10%
Ratio = DAU ÷ MAU × 100
Count unique users. MAU must include DAU — a user active today was also active this month.
What is DAU/MAU Ratio?
The DAU/MAU ratio measures product stickiness by calculating what percentage of monthly active users engage with your product daily. This metric is crucial for understanding user engagement depth, predicting retention patterns, and validating product-market fit. Our free DAU/MAU calculator helps you analyze engagement with industry benchmarks and strategic insights.
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
DAU/MAU Rules of Thumb by Category
Treat these bands as directional rules of thumb, not precise benchmarks. DAU/MAU varies widely by how you define an active user. For measured data, Mixpanel's 2026 product benchmarks put B2B SaaS around 31% and ecommerce around 20%.
Social Media
50-70%
Facebook, Instagram level
Messaging Apps
70-90%
WhatsApp, Slack level
B2B SaaS
10-40%
Business tools average
Entertainment
25-45%
Streaming, gaming apps
E-commerce
8-20%
Shopping apps average
Gaming (Casual)
20-35%
Mobile games average
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
Ratios above category average signal users can't live without your product.
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
Artificially deflates ratio by 30-50% with dormant accounts.
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
The takeaway: segment your DAU/MAU before acting on it. Moving casual users up one engagement tier usually does more for the overall ratio than chasing new signups.
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. A ratio of 25% means the average user is active about 7-8 days a month. 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
Category Benchmarks
B2B SaaS: 10-40%; social media: 50-70%; messaging: 70-90%
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DAU/MAU benchmarks by category
| Category | DAU/MAU ratio |
|---|---|
| Social Media | 50-70% |
| Messaging/Communication | 70-90% |
| B2B SaaS | 13-31% |
| Entertainment/Streaming | 25-45% |
| E-commerce | 8-12% |
| Gaming (Casual) | 20-35% |