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    Growth & Engagement
    Mid
    Global · Global

    DAU/MAU Ratio

    Also called: DAU to MAU, Stickiness ratio

    TL;DR

    The ratio of daily to monthly active users, a measure of how many days per month the average user shows up.

    DAU/MAU divides daily actives by monthly actives. A ratio of 0.5 means the average monthly user is active 15 days a month. Consumer social apps often cite ratios above 0.5; productivity tools sit around 0.3; weekly-cadence tools under 0.2.

    The ratio is the most common stickiness benchmark. It's easy to game in the short term (push notifications) but hard to fake long-term, sustainable high stickiness requires a product that earns daily attention.

    Formula

    Stickiness = DAU ÷ MAU
    • DAU , Daily Active Users
    • MAU , Monthly Active Users

    0.5 means the average user is active half the month; 0.2 is typical for B2B tools.

    Worked example

    A productivity SaaS has 320k DAU and 950k MAU. Stickiness = 320k ÷ 950k = 33.7%. That's roughly 'the average user shows up 10 of 30 days,' on the high end for non-messaging B2B tools.

    Common pitfalls

    • •Comparing DAU/MAU across products with different intended use cadences.
    • •Inflating the ratio with notifications that don't drive real value.
    • •Ignoring ratio decline as the user base broadens.

    When this shows up in a pitch deck

    Engagement-focused B2C decks lead with DAU/MAU. SaaS decks usually show stickiness in a different format.

    Related terms

    DAU

    Daily Active Users, the count of unique users who took a meaningful action in the product on a given day.

    MAU

    Monthly Active Users, the count of unique users who took a meaningful action in the product within a given month.

    Stickiness

    A qualitative term for how habitual a product is, often quantified as the DAU/MAU ratio or session frequency.

    Retention Curve

    A chart showing what fraction of a cohort is still active week-by-week or month-by-month after sign-up.

    Cohort Analysis

    Grouping users by sign-up period and tracking each group's behavior over time to spot trends invisible in aggregate metrics.

    Pitch deck pillar pages

    Long-form deep dives on the slides DAU/MAU Ratio most often shows up on.

    Pitch Deck Traction Slide

    Build a traction slide that proves the business is working: stage-appropriate metrics, the chart shape investors expect, and three failure patterns to avoid.

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