Definition
The DAU/MAU Ratio (also called the stickiness ratio) reveals how habitually users engage with your product. A ratio of 0.5 (50%) means the average monthly active user visits on half the days in a month — indicating strong habitual use. This is one of the most widely used engagement benchmarks in the industry because it normalizes for user base size and captures the depth of engagement, not just breadth.
Formula
How to measure
Divide the count of unique daily active users by unique monthly active users for the same period. Track as a rolling 28-day metric to smooth out weekday/weekend variance. Segment by user cohort, plan tier, or geography to identify engagement patterns.
Industry benchmarks
Social media apps target 50%+ (Facebook historically achieved ~65%). SaaS B2B products typically see 10–25%. Below 10% signals low stickiness and potential retention problems. Consumer fintech apps average 20–35%.