DAU/MAU Ratio Calculator: Measure Product Stickiness

DAU/MAU, often just called stickiness, tells you what share of your monthly audience shows up on an average day. It is one of the cleanest signals of habit forming product use, because raw daily active user counts alone cannot tell you whether people are logging in regularly or whether one huge acquisition month is inflating your numbers. This calculator takes your daily and monthly active user counts and returns the ratio instantly.

How to calculate the DAU/MAU ratio

Divide daily active users by monthly active users, then multiply by 100 to get a percentage. With 8,000 daily active users and 40,000 monthly active users, the math is 8,000 divided by 40,000, times 100, which comes out to 20 percent. That means, on average, one in five of your monthly users is active on any given day. The calculator also converts that same ratio into an average number of active days per user across a 30 day month, which is often easier to explain to a non technical audience.

Reading your stickiness number

There is no universal good score, because expected usage frequency depends entirely on what the product is for. A messaging app or a social feed is designed to be opened daily, so a healthy ratio there often sits well above 20 percent. A tool people rely on weekly, or a B2B product used a few times a month, can be perfectly healthy with a ratio in the 10 to 20 percent range. The number that matters most is your own trend over time, since a rising ratio usually means the product is becoming more habitual, not just more downloaded.

Why stickiness is not the same as retention

Retention answers whether the same cohort of users is still around weeks or months later. Stickiness answers something narrower: among the users who are still around this month, how densely do they use the product on a typical day. You can have solid retention with weak stickiness, users stay subscribed but barely log in, or the reverse, a smaller but highly engaged base that opens the app daily. Tracking both gives a fuller picture than either number alone.

If you are trying to grow the monthly active user base that stickiness is measured against, organic and AI search visibility is usually the most durable channel to do it. Request a free SEO audit and we will show you where that growth is available.