The DAU/MAU stickiness ratio is the share of your monthly active users who also use the product on a typical day, calculated as DAU divided by MAU and expressed as a percentage. Enter your numbers, pick a category, and see how your product compares to industry benchmarks.
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Use the same definition of active for both numbers. MAU should cover the trailing 30 days including the same DAU date.
20 to 29% - solid baseline for most consumer apps.
Consumer subscription apps typically aim for 20% or higher when usage is daily-relevant.
You are +4.2 pts vs. the consumer saas benchmark.
Add up to 8 weeks of DAU/MAU pairs to see how your stickiness ratio is trending over time.
Count unique users active on a single calendar day using your standard active definition (login, key event, etc).
Count unique users active in the trailing 30 days that includes that same DAU date. Use the same active definition.
Divide DAU by MAU, then multiply by 100 to get the stickiness ratio as a percentage.
Benchmarks vary widely by category. These are typical ratios for healthy products at scale, drawn from public investor reports and analyst writeups across the industry.
| Category | Typical DAU/MAU | Why |
|---|---|---|
| Social network | ~50% | Top social products often clear 50% stickiness. Daily habit loops are core to the category. |
| Consumer SaaS | ~20% | Consumer subscription apps typically aim for 20% or higher when usage is daily-relevant. |
| B2B SaaS | ~13% | B2B SaaS averages around 13% because tools are weekly-relevant for many roles. |
| Mobile game | ~20% | Sticky mobile games tend to land near 20%. Live-ops events and streaks lift the ratio. |
| Utility / productivity | ~13% | Utility tools usually sit in the 10 to 15% range. Use cases are intermittent by nature. |
| E-commerce / marketplace | ~8% | E-commerce normally sees 5 to 10% stickiness. Most users buy in cycles, not daily. |
| Content / media | ~20% | News and media products commonly target 15 to 25% stickiness during habit-forming periods. |
Use these as directional benchmarks. Compare against products in your specific category and stage rather than a single cross-industry number.
Common questions about the stickiness ratio, related metrics, and how to interpret your number against industry benchmarks.
A DAU/MAU ratio above 20% is generally considered solid for consumer apps, 30% is good, and 50% or higher is excellent. Industry benchmarks vary by category - social products typically run 50%+, consumer SaaS lands around 20%, B2B SaaS averages closer to 13%, and e-commerce sits between 5 and 10%. Compare against products in your own category, not the absolute number.
Retention measures whether a specific cohort of users returns over time, while DAU/MAU measures how often your active user base shows up day-to-day. Stickiness can stay flat even when retention is dropping if churned users are replaced by new signups. Track both metrics together to avoid blind spots.
Use unique active users for the same definition of active across both metrics, typically users who completed a meaningful action like opening the app, sending a message, or loading a key screen. DAU should be a single calendar day, and MAU should be the trailing 30 days that includes the same DAU date. Mixing event types or windows produces misleading ratios.
Higher is usually better, but not always. Tools that are useful weekly or monthly (tax software, travel booking) will naturally have lower DAU/MAU and that is fine. Optimize for the right cadence for your category - chasing higher stickiness on a non-daily product can drive you toward engagement hacks that hurt long-term retention.
Track DAU/MAU at least weekly, and review the trend monthly. The ratio is sensitive to short-term spikes (campaigns, holidays, outages), so look at a rolling four-week trend rather than a single snapshot. Set internal alerts if the ratio drops more than 3 percentage points over four consecutive weeks.
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