The DAU/MAU ratio (also called the “stickiness” ratio) divides Daily Active Users by Monthly Active Users to show what share of your monthly users return on a typical day. In 2025, B2B SaaS products averaged 31% in North America and EMEA (Mixpanel); social networks run far higher.
What is the DAU/MAU Ratio?
Simple Definition:
The DAU/MAU ratio compares your Daily Active Users (DAU) to your Monthly Active Users (MAU). It shows what percentage of your monthly users engage with your product daily.
DAU/MAU Ratio = Daily Active Users ÷ Monthly Active UsersStickiness formula
Example:
If your app has:
- 1,000 daily active users (DAU)
- 4,000 monthly active users (MAU)
DAU/MAU = 1,000 ÷ 4,000 = 0.25 (25%)
This means 25% of your monthly users use the app on any given day.
Why is DAU/MAU Important?
- Measures Product Stickiness
- Shows how “addictive” your product is
- Indicates user habit formation
- Reflects product value to users
- Predicts Business Health
- Higher ratios often mean better retention
- Helps forecast growth
- Indicates potential revenue stability
- Guides Product Decisions
- Shows feature effectiveness
- Helps identify engagement issues
- Guides development priorities
- Attracts Investment
- Key metric for investors
- Benchmark against competitors
- Industry standard for valuation
Industry Benchmarks
Average DAU/MAU by vertical and region in 2025, from Mixpanel's 2026 State of Digital Analytics data. Compare yourself to your own vertical, not to social media:
| Vertical | North America | EMEA | APAC | LATAM |
|---|---|---|---|---|
| AI products | 21% | 23% | 22% | 37% |
| B2B SaaS | 31% | 31% | 33% | 25% |
| Ecommerce | 20% | 21% | 23% | 25% |
| Fintech: banking | 20% | 24% | 36% | 25% |
| Fintech: wealth management | 31% | 24% | 29% | 38% |
| Fintech: blockchain/crypto | 31% | 32% | 31% | 23% |
| Fintech: insurance | 27% | 16% | 20% | 27% |
| Fintech: alternative financing | 18% | 20% | 21% | 32% |
For contrast, a social network sits far higher: Facebook averaged 2.11 billion daily active users in December 2023 against 3.07 billion monthly active users, roughly 69% (Meta's 2023 10-K, the last year Meta reported Facebook on its own). The often-quoted 40% "good" figure for B2B SaaS is an older rule of thumb; Mixpanel's 2025 data puts the B2B SaaS average at 31% in North America and EMEA.
How to Calculate DAU/MAU Accurately
1. Define “Active”
First, establish what counts as an active user:
- Good Definitions: Meaningful in-app actions, Core feature usage, Substantial time spent
- Poor Definitions: Just opening the app, Background processes, Accidental clicks
2. Choose Your Timeframe
For accurate calculations:
- Use consistent 30-day periods
- Account for weekday/weekend variations
- Consider seasonal patterns
3. Example Detailed Calculation
Given these numbers:
- Week 1 DAU average: 1,000
- Week 2 DAU average: 1,200
- Week 3 DAU average: 800
- Week 4 DAU average: 1,000
- Monthly unique users: 5,000
Monthly average DAU = (1,000 + 1,200 + 800 + 1,000) ÷ 4 = 1,000
DAU/MAU = 1,000 ÷ 5,000 = 0.2 (20%)
Interpreting DAU/MAU Ratios
High Ratio (>50%)
Indicates:
- Strong user engagement
- Product-market fit
- Potential for growth
- Effective retention
Medium Ratio (20-50%)
Indicates:
- Moderate engagement
- Room for improvement
- Typical for many products
- Stable user base
Low Ratio (<20%)
Indicates:
- Weak engagement
- Possible product issues
- Need for improvement
- Risk of churn
How to Improve Your DAU/MAU Ratio
The ratio only moves if daily usage grows faster than the monthly base. How to define, count and track daily usage itself is in our DAU guide; what counts as a monthly active user is covered in MAU meaning and formula.
- Enhance User Experience: Simplify core features, reduce friction points, improve app performance, optimize onboarding
- Increase Daily Value: Add daily rewards, create daily habits, provide fresh content, enable social interactions
- Use Engagement Tactics: Push notifications, email reminders, social features, gamification elements
- Analyze and Iterate: Track user behavior, test new features, gather user feedback, make data-driven changes
Advanced Analysis Techniques
- Cohort Analysis: Track ratio changes over time, compare user groups, identify patterns
- Segmentation: Analyze ratios by user type, geography, platform, acquisition channel
- Correlation Studies: Compare DAU/MAU with revenue metrics, retention rates, customer satisfaction, and feature usage
Key Takeaways
- DAU/MAU ratio is a key engagement metric
- Industry context matters for benchmarking
- Consistent measurement is important
- Improvement requires a systematic approach
- Consider alongside other metrics
DAU/MAU Ratio FAQ
What is a good DAU/MAU ratio?
It depends on the category. Mixpanel's 2025 averages put B2B SaaS at 31% in North America and EMEA, ecommerce at 20-25% and AI products at 21-23% outside LATAM, while Facebook ran at roughly 69%. Benchmark within your own category, and against your own trend.
How do you calculate the DAU/MAU ratio?
Divide your daily active users by your monthly active users: DAU/MAU = DAU ÷ MAU. With 1,000 DAU and 4,000 MAU, the ratio is 0.25, or 25%. Use a consistent definition of “active” and a rolling 30-day MAU window.
What does the DAU/MAU ratio mean?
It measures stickiness, how often your monthly users come back. A 25% ratio means the average monthly user opens your product about one day in four. Higher ratios signal habit formation, stronger retention, and better product-market fit.