Standard : DAU/MAU Ratio
Description
DAU/MAU Ratio (Daily Active Users ÷ Monthly Active Users) measures product stickiness by indicating what proportion of monthly users engage with the product daily.
A higher ratio signals stronger habitual use and customer reliance.
How to Use
What to Measure
- Count unique daily active users (DAU) and monthly active users (MAU).
- Calculate the ratio over the same time window.
DAU/MAU (%) = (Daily Active Users ÷ Monthly Active Users) × 100
Example: 2,000 DAU, 10,000 MAU → 20% stickiness.
Instrumentation Tips
- Define "active" consistently (core action, not just login).
- Track ratio over time and by cohort.
- Combine with session frequency for deeper insights.
Why It Matters
- Engagement quality: Indicates how essential the product is to users.
- Churn predictor: Low ratios can signal upcoming attrition.
- Growth signal: Higher stickiness supports word-of-mouth and virality.
Best Practices
- Benchmark against similar products in your space.
- Track changes after feature launches or UX improvements.
- Pair with retention curves for a full engagement picture.
Common Pitfalls
- Counting passive logins as activity.
- Ignoring seasonality (weekday vs weekend usage).
- Looking only at averages without cohort segmentation.
Signals of Success
- Rising DAU/MAU over time.
- Higher engagement among new cohorts after onboarding improvements.
- Correlation with increased NPS and revenue per user.
- [[Feature Adoption Rate]]
- [[Customer Retention Rate]]
- [[Session Frequency]]