DAU/MAU Ratio
Ratio of daily active users to monthly active users, measuring product stickiness
What is DAU/MAU Ratio?
The DAU/MAU ratio compares daily active users with monthly active users. It shows how often people who use a product in a month come back on a typical day, and is often called stickiness.
A higher ratio means the product is part of people's routine, which is a strong sign of engagement and retention.
How this KPI is measured
- Function
- Product & Engineering
- Sub-function
- Product Performance
- Industry
- All Industries
- Type
- Leading
- Impact
- Operational
- Unit
- %
- Measurement frequency
- Weekly / Monthly
- Formula
- (Daily active users / Monthly active users) × 100
How to calculate it
Divide daily active users by monthly active users, and multiply by 100.
For example, if a product has 30,000 daily active users and 100,000 monthly active users, the ratio is 30%.
Define active consistently, for example as a user performing a meaningful action, and remember that the ideal level depends on the product. A tool used weekly will have a lower ratio than a messaging app.
Where it is used
Measuring engagement
See how sticky the product is.
Testing product changes
See effects on habit.
Comparing similar products
Benchmark within a category.
How to improve it
Tips and common mistakes
- Compare only with similar products.
- A low ratio is fine for products used occasionally by design.
- Watch for growth in monthly users that lowers the ratio.
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