DAU/MAU Ratio
The ratio of Daily Active Users to Monthly Active Users, measuring product stickiness — how often users return to your product within a month.
What is the DAU/MAU Ratio?
The DAU/MAU ratio measures product stickiness — the proportion of monthly users who use your product on any given day. A higher ratio means users return more frequently, indicating stronger habit formation and higher retention potential.
Formula
DAU/MAU = Daily Active Users ÷ Monthly Active Users × 100
Benchmarks
| Category | DAU/MAU | Interpretation |
|---|---|---|
| Exceptional | 50%+ | Daily habit (Slack, email) |
| Strong | 25-50% | Regular usage (project tools) |
| Moderate | 10-25% | Weekly usage (analytics, CRM) |
| Low | <10% | Occasional usage (quarterly tools) |
Context Matters
Not every product should target high DAU/MAU. A quarterly reporting tool with 5% DAU/MAU might be perfectly healthy, while a collaboration tool below 25% signals a problem.
Improving Stickiness
- Identify core actions — What do sticky users do that others don't?
- Reduce friction — Make daily workflows faster and easier
- Notifications — Bring users back with relevant, timely alerts
- Integrations — Embed your product into existing workflows
- Daily value — Ensure the product delivers new insights daily
How Successifier Tracks Stickiness
Successifier monitors DAU/MAU and engagement patterns at the account level, automatically flagging accounts with declining stickiness before it impacts retention.
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