What is a good DAU/MAU ratio?

Social and messaging apps: 50%+ (users check daily). Productivity tools: 20-40% (used on workdays). Monthly-use products (financial tools, HR): 10-20%. A 25% DAU/MAU means the average user visits roughly once every 4 days. The right target depends on your product natural usage frequency.

How do I define an active user?

Define "active" as a meaningful action, not just opening the app. A pageview is too loose. Completing a core workflow, creating content, or performing the key value action is better. Be consistent over time and document your definition so metrics are comparable across periods.

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GLOSSARY

DAU / MAU

DAU (Daily Active Users) and MAU (Monthly Active Users) measure product engagement. The DAU/MAU ratio, also called the stickiness ratio, shows what fraction of monthly users engage daily. A higher ratio means users return more frequently, indicating stronger habit formation. The ratio is calculated by dividing DAU by MAU and is expressed as a percentage.

Why it matters

DAU/MAU ratio indicates habit strength. Higher ratio = users return more frequently.

Benchmarks

Social/messaging: 50%+ DAU/MAU. Productivity tools: 20-40%. Monthly-use products: 10-20%.

Worked example

DAU 15,000; MAU 50,000 → DAU/MAU = 30%. Users visit roughly every 3 days on average.

Common pitfalls

Not defining active consistently; counting bots/spam; not segmenting by user type.

How to show in your deck

Traction slide: DAU/MAU with trend line; add retention curve if strong.

Deck snippet

DAU/MAU 32% (+5pp QoQ); 50k MAU.

Formulas

DAU/MAU ratio

(Daily Active Users / Monthly Active Users) x 100%

Frequently asked questions

Related terms

Activation rate Cohort retention

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NPS (Net Promoter Score)K-factor (Viral coefficient)