Free ForeverNo SignupStickiness MetricUpdated 2026

DAU/MAU Ratio Calculator

Calculate product stickiness — how frequently your monthly users come back each day.

DAU/MAU = Daily Active Users ÷ Monthly Active Users × 100. It measures product stickiness — how many of your monthly users come back on any given day. Facebook targets 65%+; most SaaS tools target 20–40%. Under 10% suggests users aren't forming habits.

Daily Active Users (DAU)

Average unique users active on a given day (or 30-day average)

Monthly Active Users (MAU)

Unique users active in the last 30 days

Weekly Active Users (WAU)Optional — calculates WAU/MAU ratio too

Unique users active in the last 7 days

The Formula

DAU/MAU % = DAU ÷ MAU × 100

In plain English

DAU/MAU = Daily Active Users / Monthly Active Users × 100.

Worked Example

1,200 DAU ÷ 8,000 MAU = 15% DAU/MAU. Users visit an average 4.5 days per month.

DAU/MAU Benchmarks by Product Type

DAU/MAU is highly use-case dependent. Daily workflow tools (Slack, Notion, Figma) target 40–60%+. Weekly productivity tools (project management) target 20–35%. Monthly reporting or finance tools may naturally sit at 5–15% without it being a concern.

WAU/MAU is often more useful than DAU/MAU for weekly-use tools. A project management tool with 55% WAU/MAU (users visit 2+ days per week) is very sticky, even if DAU/MAU is only 25%.

65%

Facebook DAU/MAU target (exceptionally high)

20–35%

Typical B2B SaaS target DAU/MAU

10%+

Minimum healthy level for most tools

55%

Slack DAU/MAU (messaging tools) benchmark

DAU/MAU Benchmarks by Product Category (2026)

Product Type	Low	Typical	Excellent
Messaging / communication	< 40%	50–65%	65%+
Productivity / workflow	< 15%	20–40%	45%+
Project management	< 10%	15–30%	35%+
Analytics / reporting	< 5%	8–20%	25%+

Source: Amplitude Product Benchmark Report 2025 · a16z Consumer App Benchmarks

Common Mistakes

⚠️

Using the same DAU/MAU benchmark for all SaaS products

A tax preparation tool naturally has 2% DAU/MAU and that's fine — users only need it during tax season. A collaboration tool at 2% is a serious problem. Benchmark against your use case, not generic SaaS averages.

⚠️

Counting sessions instead of unique users

DAU should count unique users, not sessions. A single user visiting 5 times per day is 1 DAU, not 5. Mixing sessions and users inflates DAU/MAU artificially.

⚠️

Measuring DAU/MAU without understanding what "active" means

Define "active" consistently: logged in? Completed a core action? Just loaded the page? Different definitions give very different numbers. Make the definition explicit and consistent across all metrics.