What Is the DAU/MAU Ratio?
Measuring product stickiness — how often your monthly users come back every day.
Definition
The DAU/MAU ratio compares Daily Active Users to Monthly Active Users, expressed as a percentage. It measures product stickiness — what proportion of your monthly users engage with your product every day.
A DAU/MAU of 50% means that on any given day, half of your monthly active users are using your product. Higher ratios indicate a more habit-forming product.
How DAU/MAU Is Calculated
DAU/MAU Ratio = (Daily Active Users ÷ Monthly Active Users) × 100.
Define "active" consistently. Does it mean opening the app? Performing a core action? The definition matters enormously. A generous definition (any visit) inflates the ratio; a strict definition (completed a workflow) gives a truer picture of engagement.
Varsal computes this from your connected analytics platforms like Firebase or Mixpanel.
Track this metric live in your dashboard →Why DAU/MAU Matters
Stickiness predicts retention. Users who engage daily are far less likely to churn than those who visit once a month. The DAU/MAU ratio is a leading indicator of churn — it drops before cancellations rise.
For consumer and prosumer products, DAU/MAU is often the primary health metric. It captures the behavioral foundation that revenue is built upon.
DAU/MAU Benchmarks
Social and messaging apps target 50%+ (Facebook historically maintained ~65%). Productivity tools like Slack and Notion aim for 30–50%. SaaS dashboards and analytics tools typically see 15–30%.
B2B tools used for specific workflows (e.g., weekly reporting) may naturally have lower DAU/MAU. Context matters — a weekly-use product with 15% DAU/MAU may be perfectly healthy.
How to Improve DAU/MAU
Build daily habits: notifications for time-sensitive events, daily digests, streak mechanics, and features that create daily check-in value (like a dashboard showing real-time metrics).
Reduce friction for the daily use case. Make the core action achievable in under 30 seconds. If users can get value from a quick glance, they will come back daily. If every session requires five minutes of setup, they will come back weekly at best.
Track the DAU/MAU Ratio in real time
Varsal connects your tools and shows every metric on a single screen. No code, no spreadsheets — just clarity.
Start free trial →