App DAU/MAU stickiness calculator
Measure how often your monthly users come back each day — the most direct signal of whether your app has formed a daily habit.
Enter your DAU and MAU to see your stickiness ratio and what it means. Add average session length to calculate total monthly engagement time per user.
DAU/MAU stickiness calculator inputs and results
What DAU/MAU tells you
Stickiness = DAU ÷ MAU, expressed as a percentage. It represents the probability that a monthly active user opens your app on any given day. At 20%, the average MAU is active roughly 6 days per month. At 50%, they're active every other day. Monthly engagement per user is average days active (stickiness × 30) multiplied by average session length.
Stickiness is particularly useful for identifying whether growth is healthy or misleading. A growing MAU with flat or declining DAU often signals that new users are installing but not forming habits — the MAU metric looks good while the underlying engagement quality deteriorates. Watching stickiness alongside MAU growth is a better signal of sustainable product traction.
About this tool
This tool calculates app stickiness — the ratio of daily active users to monthly active users — and contextualises the result with engagement benchmarks. Inputs: DAU, MAU, and optional average session length in minutes. Outputs: stickiness ratio as a percentage, a quality label with benchmarks, average days active per user per month, total monthly sessions, and monthly engagement minutes per user if session length is provided. Stickiness above 20% indicates meaningful daily habit formation; above 50% is world-class (WhatsApp, TikTok level).
Frequently asked questions
What does the DAU/MAU ratio actually measure?
It measures the frequency with which your monthly active users return each day. A DAU/MAU ratio of 20% means the average monthly active user opens the app on roughly 6 out of 30 days. A ratio of 50% means they open it every other day on average. It's a proxy for habit formation and engagement depth — higher ratios indicate the app has become a frequent part of users' routines rather than something they use occasionally.
What's a good DAU/MAU ratio?
It depends heavily on app category. Social and messaging apps (Facebook, Instagram, WhatsApp) typically achieve 50–70%. News and media apps often run 20–35%. Productivity and utility apps vary widely — a to-do app might achieve 30–40% for power users; a travel app might be below 5% because nobody plans trips every day. Gaming varies from 20–50%+ for casual games to under 10% for session-based strategy games. The most useful benchmark is your own trend over time rather than comparison to apps in different categories.
How is DAU typically defined?
DAU counts unique users who take at least one active session in a given day. Different analytics platforms define "active" differently — some require a minimum session length or specific event; others count any app open. Make sure your DAU and MAU are measured consistently by the same platform with the same activity definition. Comparing DAU from one tool to MAU from another will produce a meaningless stickiness figure.
Can DAU/MAU exceed 100%?
In theory, no — DAU can't exceed MAU since MAU is a superset. In practice, rounding and averaging can produce slight anomalies (e.g., DAU measured on a different day window than MAU). If your inputs produce a ratio above 100%, check that both figures use the same measurement period and platform. This calculator caps the stickiness display at 100%.