--- title: DAU/MAU Ratio (Stickiness): Formula and Calculator description: DAU/MAU ratio, or stickiness: what it means, average vs single-day DAU, DAU/WAU and WAU/MAU variants, how it differs from retention, and a free calculator. url: https://appmetricslibrary.com/metrics/dau-mau-stickiness/ --- # DAU/MAU stickiness Engagement metric. How often and how deeply do they use it? 15 Stk DAU/MAU stickiness Engagement Definition ## What is DAU/MAU stickiness? **DAU/MAU stickiness is the share of a month's active users who use the app on a typical day: average daily active users divided by monthly active users.** **WAU:** weekly active users: unique users active in a 7-day period. Formula ## How to calculate DAU/MAU `Stickiness = Average DAU ÷ MAU × 100` **Average DAU** the mean of daily active users over the same month **MAU** unique users active in that month ### Where definitions differ | Variant | Formula | When to use it | |---|---|---| | Average-DAU version | Mean DAU over the month ÷ MAU | The recommended form; one day's DAU is noisy. | | DAU/WAU | Average DAU ÷ Weekly active users | For apps used a few times a week. | | WAU/MAU | Average WAU ÷ MAU | For weekly-use apps such as many fintech products. | Calculator ## DAU/MAU calculator > Interactive tool (metric calculator): runs in the browser at https://appmetricslibrary.com/metrics/dau-mau-stickiness/#metric-calc. Its text content follows. **DAU/MAU calculator** **Example inputs: change them to your own numbers.** The examples only make the calculator show a worked answer; they are not benchmarks or targets. Runs in your browser; nothing you type is sent anywhere. **DAU/MAU stickiness** 25% **Average active days per monthly user (30-day month)** 7.5 **Track this automatically** Stickiness comes from product analytics. Send key in-app events to your MMP so you can compare how often users from each channel return. - [Stickiness in the glossary](https://linkrunner.io/glossary/what-is-stickiness-dau-mau-ratio?utm_source=appmetricslibrary&utm_medium=referral&utm_campaign=metric-dau-mau-stickiness&utm_content=panel) - [Events tab docs](https://docs.linkrunner.io/features/events-tab?utm_source=appmetricslibrary&utm_medium=referral&utm_campaign=metric-dau-mau-stickiness&utm_content=panel) [Create a free account (25k installs free)](https://dashboard.linkrunner.io/sign-in?utm_source=appmetricslibrary&utm_medium=referral&utm_campaign=metric-dau-mau-stickiness&utm_content=panel) Answer ## What does a DAU/MAU of 20% mean? It means the average monthly user is active on about 6 days in a 30-day month. It says nothing about whether those users stay next month, which is why [stickiness](https://linkrunner.io/glossary/what-is-stickiness-dau-mau-ratio?utm_source=appmetricslibrary&utm_medium=referral&utm_campaign=metric-dau-mau-stickiness&utm_content=inline) is read alongside retention. By vertical ## How DAU/MAU differs by vertical | [EdTech](https://appmetricslibrary.com/verticals/edtech/) | Daily-habit products (language, practice) aim high; course platforms used weekly will read lower. | |---|---| | [Fintech](https://appmetricslibrary.com/verticals/fintech/) | Payments apps can be daily; investing and lending apps are naturally less frequent. | | [OTT and streaming](https://appmetricslibrary.com/verticals/ott/) | Rises with series releases and falls between them. | | [Gaming](https://appmetricslibrary.com/verticals/gaming/) | A standard health metric for live games. | Pitfalls ## Common mistakes - Comparing stickiness across apps with different natural usage frequency. - Using a single day's DAU, which swings with weekends and promotions. Related ## Related metrics [13 Dau Daily active users](https://appmetricslibrary.com/metrics/dau/) [14 Mau Monthly active users](https://appmetricslibrary.com/metrics/mau/) [22 Ret Retention rate](https://appmetricslibrary.com/metrics/retention-rate/) [17 Spu Sessions per user](https://appmetricslibrary.com/metrics/sessions-per-user/) [20 Str Learning streak rate](https://appmetricslibrary.com/metrics/learning-streak/) FAQ ## Questions **How do you calculate DAU/MAU?** Divide average DAU for the month by MAU for the same month and multiply by 100. 15k average DAU and 60k MAU is 25% stickiness. **Is DAU/MAU the same as retention?** No. Stickiness measures how often this month's users come back within the month; retention measures how many users from a cohort are still active after n days. **What is a good DAU/MAU ratio?** It depends on how often the product is meant to be used. Compare with your own history and with apps of the same usage pattern rather than a general figure. **Why do tools report different values for the same metric?** Because definitions differ: what counts as active, which attribution window applies, whether organic users are included and how days are cut by timezone. Align the definition before comparing numbers. **Which currency do the calculators use?** The calculators show US dollars, but every formula works in any currency: enter your own figures in the currency you report in and read the results in that currency. **What is the difference between a metric and a KPI?** A metric is any measured quantity; a KPI is a metric a team has chosen as a target for judging performance. Most metrics here become KPIs only for the teams whose work moves them.