About the DAU/MAU Stickiness Calculator
This DAU/MAU stickiness calculator measures how often your monthly users come back. Enter your average daily active users (DAU) over a month and your monthly active users (MAU) — and optionally weekly active users (WAU) — to get the DAU/MAU ratio, DAU/WAU and WAU/MAU ratios, and the average number of days a typical monthly user is active.
It is built for product managers, growth teams and founders reporting engagement to investors. DAU/MAU is the most widely quoted stickiness metric for consumer and collaboration products: a ratio of 50% means the average monthly user shows up on about half the days of the month, while 10% means about three days a month.
Use the same definition of “active” for every count (for example, performed a meaningful action, not just opened the app) and use the average DAU across the month rather than a single day. Benchmarks depend heavily on the product: a daily messaging app and a monthly invoicing tool should not be held to the same ratio, so compare against your own trend and similar products.
With the default inputs, the dau/mau stickiness is 24%. Change any value above to recalculate instantly.
How to use the dau/mau stickiness calculator
- 1Export your average daily active users for the month from your analytics tool.
- 2Enter monthly active users for the same month, and weekly active users if you have them.
- 3Set the number of days in the month.
- 4Read the DAU/MAU stickiness ratio and average active days per user.
- 5Track the ratio month over month to see whether engagement is improving.
Formula and method
DAU/MAU divides the average number of users active on a given day by the number of distinct users active at least once during the month. Because the average DAU equals the total user-days divided by the number of days, the ratio multiplied by the days in the month gives the average number of active days per monthly active user.
DAU/WAU and WAU/MAU split the same idea into weekly pieces: DAU/WAU × 7 is the average days a weekly user is active, and WAU/MAU is the share of monthly users who are around in a typical week. The band labels (under 10%, 10–20%, 20–50%, 50%+) are informal rules of thumb, not an official standard.
- DAU
- Average daily active users over the month
- WAU
- Distinct users active in a 7-day window
- MAU
- Distinct users active in the month
Worked examples
12,000 DAU, 30,000 WAU, 50,000 MAU
12,000 ÷ 50,000 = 24% stickiness, so the average monthly user is active about 7.2 of 30 days. 60% of monthly users show up in a typical week, and weekly users are active 2.8 days a week.
Daily-habit app
330,000 ÷ 600,000 = 55%, meaning users are active about 17 days in a 31-day month — the kind of habit typical of messaging or social products.
Monthly-use B2B tool
900 ÷ 12,000 = 7.5%, or about 2.25 active days a month. For a tool used to run monthly reports this can be perfectly healthy, which is why benchmarks must match the use case.
Frequently asked questions
What is a good DAU/MAU ratio?+
There is no universal benchmark. As a rough rule of thumb, around 20% is often considered solid for many apps and 50% or more is exceptional, typical of daily-habit products like messaging. Tools that are naturally used weekly or monthly will score lower without being unhealthy.
How do you calculate DAU/MAU?+
Divide the average daily active users across a month by the number of unique users active at least once in that month, then multiply by 100. Using a single day’s DAU instead of the monthly average makes the ratio noisy, especially around weekends.
What counts as an active user?+
You choose the definition, but it should reflect real value — for example sending a message, editing a document or completing a transaction — rather than just opening the app. Use the same definition for DAU, WAU and MAU.
Why does DAU/MAU drop when we grow fast?+
Rapid acquisition adds many new monthly users who have not formed a habit yet, which inflates MAU faster than DAU. Look at stickiness by cohort or for users older than 30 days to separate engagement from growth effects.
Is DAU/WAU better for some products?+
Yes. Products used mainly on weekdays, such as work tools, often track DAU/WAU or weekly active days instead, because a five-day work week caps DAU/MAU at roughly 70% even for perfectly engaged users.