What is DAU/MAU Ratio?
The DAU/MAU ratio measures product stickiness by expressing Daily Active Users as a percentage of Monthly Active Users. It answers the question: of everyone who used the product at least once this month, what fraction came back today? A high ratio shows frequent return use under the product's definition of an active user. Interpret it alongside retention and revenue metrics, since expected use frequency differs by product category.
Formula
DAU/MAU = (Daily Active Users / Monthly Active Users) x 100%When DAU is averaged over a 30-day month and MAU covers that same month, a 50% ratio corresponds to 15 active days per monthly active user on average. The maximum is 100%. Define an active user through a meaningful action, such as creating content, sending a message, or completing a core workflow. WAU/MAU offers a weekly view of engagement.
Benchmarks and interpretation
- Interpret the ratio against how often users need the product; a daily messaging tool and annual tax software should not share a target
- Use the same active-user definition and measurement windows when comparing cohorts or products
- A rising ratio shows more frequent use under that definition; check whether retention and customer outcomes also improve
When to use DAU/MAU Ratio
- Measuring the impact of product changes on daily engagement before they affect retention metrics
- Comparing engagement across user cohorts, features, or acquisition channels
- Setting engagement targets for gamification, notification, and re-engagement campaigns
- Benchmarking against competitor apps to assess relative stickiness
- Defining "active" as simply logging in rather than completing a meaningful action, which inflates DAU/MAU without reflecting real product value
- Optimising DAU/MAU through manipulative notifications or dark patterns rather than genuine product improvements
- Comparing DAU/MAU across product categories with different inherent use frequencies (daily task app vs annual tax software)
- Track DAU/MAU by feature to identify which parts of the product drive the highest engagement - build more of what brings users back
- Investigate a sustained DAU/MAU decline alongside cohort retention; the ratio alone does not predict when users will churn
- Use WAU/MAU alongside DAU/MAU to understand whether users who engage weekly but not daily are still finding value
Related terms
Free DAU/MAU Ratio Calculator
Enter your inputs in the free DAU/MAU Calculator and review the result alongside its guidance.