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What is DAU/MAU Ratio?

The DAU/MAU Ratio measures the stickiness of a SaaS product by comparing Daily Active Users (DAU) to Monthly Active Users (MAU).

How is DAU/MAU Ratio used?

This metric provides insight into the effectiveness of recent feature rollouts, user acquisition strategies, and customer loyalty. A high DAU/MAU ratio is usually a sign of a "sticky" product, as a higher portion of the monthly user base is using the service daily. A low ratio can indicate more occasional use or potential issues with user retention and engagement.

How to calculate DAU/MAU Ratio

Daily Active Users / Monthly Active Users x 100

To calculate the DAU/MAU Ratio, divide the number of Daily Active Users (DAU) by the number of Monthly Active Users (MAU) and then multiply by 100.

Best Practices

When analysing the DAU/MAU ratio, consistent tracking over time is recommended to detect patterns or shifts in user behaviour. Segmenting the data by user cohort, product feature, or customer demographic can provide actionable insights, enabling targeted engagement strategies and product optimisation.

Common Misconceptions





What are the main drivers of DAU/MAU Ratio?
  • User experience (UX)
  • Product quality
  • Engagement features (notifications, gamification, personalisation)
How should I break down DAU/MAU Ratio?
  • Cohort
  • Product
  • Industry vertical
  • Geography
  • Company size

Supported Integrations

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