What is DAU/MAU Ratio (Stickiness)?
How often monthly users engage daily.
How to calculate it
Calculate DAU/MAU Ratio (Stickiness) as: Daily active users / Monthly active users × 100. Pull the inputs from your connected data and track the trend over time in your dashboard.
Examples
Example 1
8,000 DAU / 30,000 MAU = 27% stickiness, solid daily habit formation.
Example 2
8,000 daily active users against 30,000 monthly -> 27% stickiness, healthy for a workplace tool used several times a week.
Why it matters
The DAU/MAU ratio, or stickiness, measures how often monthly users engage on a daily basis and is a proxy for habitual product usage. A high ratio indicates the product has woven itself into users' routines, which strongly correlates with retention. Not every product warrants daily use, so the benchmark depends on the product's intended cadence.
Benchmark context
20%+ is solid and 50%+ is exceptional for daily-use products; tools used weekly or monthly will naturally and acceptably score lower.
Common pitfalls
Not all products warrant daily use.
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