DAU/MAU stickiness
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Daily Active User (DAU) to MAU Ratio Calculator
Daily Active User (DAU) to MAU Ratio Calculator is a ratio worksheet. Default 61 / 100.
Page updated 2026-09-14.
Calculator
Calculated Results
x : 1
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A stickiness ratio, not a growth metric
DAU/MAU measures how often your monthly users come back on any given day -- a proxy for how habitual or "sticky" a product is. It says nothing about whether the user base itself is growing or shrinking.
On the defaults, 61 daily actives against 100 monthly actives gives 61%, which is a very sticky product by most benchmarks (many consumer apps sit in the 10-25% range).
Reading the result
Track this ratio over multiple months rather than one snapshot, since a single viral day can distort DAU. For actual user growth over time, see the Follower Growth Rate Calculator or Email List Growth Rate Calculator family instead.
Frequently Asked Questions (FAQ)
How is DAU/MAU calculated?
DAU/MAU = daily active users / monthly active users x 100. Defaults: 61 DAU against 100 MAU gives 61%.
What counts as a "good" DAU/MAU ratio?
Ratios above 20% are generally considered healthy stickiness, and top-tier social and messaging apps often clear 50-60%. What counts as good varies a lot by product category -- a daily habit app (social, messaging) should aim much higher than a monthly-use app (tax software, travel booking).
Is this the same as retention rate?
No. Retention tracks whether the same users keep coming back over time (cohort-based). DAU/MAU is a single snapshot ratio that measures how habitual the product is right now, without tracking individual users across periods.
What period should DAU and MAU cover?
Use an average daily active count over the same 30-day (or calendar month) window as your MAU figure, not a single best day, or the ratio will be inflated.
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