DAU/MAU Ratio (Stickiness)
Also known as: Stickiness Score, Daily Engagement Ratio
The ratio of daily active users to monthly active users, indicating how habitually customers use the product. A higher ratio means more users return daily, signaling strong product-market fit and engagement.
Formula
Daily Active Users (DAU) / Monthly Active Users (MAU) × 100Who Is This Metric For?
Use DAU/MAU to measure product-market fit and identify the most engaging product areas.
Track stickiness by segment to identify which customer types find the most daily value.
Monitor as a leading indicator of retention: sticky products retain better.
Priority by Stage
Track basic MAU first. DAU/MAU ratio requires reliable daily usage data you may not have yet.
Start tracking DAU/MAU for your core product. Use it as a leading indicator alongside health scores.
DAU/MAU should be tracked by segment and product area. Use it to identify products/features with strongest stickiness.
Benchmarks
| Segment | Good | Great | World Class |
|---|---|---|---|
| Low Complexity | 15-25% | 25-40% | 40%+ |
| Moderate Complexity | 10-20% | 20-30% | 30%+ |
| High Complexity | 5-12% | 12-20% | 20%+ |
Common Mistakes
- Expecting enterprise B2B products to match consumer app DAU/MAU ratios. B2B products naturally have lower daily usage
- Not accounting for product type. A weekly reporting tool will naturally have lower daily engagement
- Counting automated or API activity as 'active use'. Measure human engagement separately
- Obsessing over DAU/MAU when your product is inherently not a daily-use tool