DAU/MAU (Stickiness)

DAU/MAU indicates how frequently users return. Learn interpretation and levers.

DAU MAUstickiness metricDAU/MAU benchmarks

Definition

DAU/MAU is daily active users divided by monthly active users—an engagement frequency proxy.

Answer-first summary

DAU/MAU (Stickiness): DAU/MAU is daily active users divided by monthly active users—an engagement frequency proxy.

Formula

DAU/MAU

Stickiness = DAU / MAU

  • DAU: Daily active users
  • MAU: Monthly active users

DAU 2,000 and MAU 10,000 → stickiness = 0.2 (20%).

Directional Stickiness Ranges

Benchmarks vary widely by industry, ACV, go-to-market motion, geography, and measurement method. Treat these as directional ranges, not targets.

SegmentP25P50P75Notes
B2B SaaS (general)10–15%15–25%25–40%—

Sources

  • Directional heuristics; varies by workflow frequency

How to improve

  • Increase frequency of core workflow usage.
  • Add reminders/alerts that bring users back.
  • Build collaboration loops (teams).

Common pitfalls

  • Changing the definition of ‘active’ midstream.
  • Comparing across products with different usage cadences.

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FAQ

Is higher always better?
Not always—some products are naturally weekly/monthly. Benchmark against your category and expected cadence.
DAU/MAU vs retention?
Stickiness is frequency; retention is persistence over time. Use both.

Related metrics

  • Activation Rate

    Activation rate shows what percent of new users reach first value. Learn definitions, formulas, and practical levers to increase activation.

  • Retention Rate

    Retention rate measures how many users/customers come back or stay active. Learn cohort retention and levers.

  • Time to Value (TTV)

    Time-to-value measures how fast users reach first meaningful value. Learn how to define and reduce it.

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