DAU/MAU Ratio (Stickiness)
How many days per month users engage with your product. The simplest measure of habit strength.
What it measures
The percentage of monthly users who engage on any given day. A 20% ratio means the average user engages about 6 days per month (20% × 30 days). Higher stickiness indicates stronger habits and product-market fit.
Benchmarks
- B2B SaaS: Average: 13% | Good: 20-25% | Great: 40%+
- B2C Apps: Average: 20% | Good: 25-35% | Great: 50%+
- Messaging Apps: Good: 50%+ | Great: 60%+
- Facebook: 68.7% (exceptional benchmark)
What to watch
- Above 25%: Users are forming habits around your product.
- Below 15%: Most users aren't making your product part of their routine.
When NOT to use
Products designed for infrequent use—Airbnb, TurboTax, travel booking apps—will naturally show low stickiness without indicating problems. If your product solves a periodic need, low DAU/MAU is expected and healthy.
In practice
A note-taking app had 15% stickiness, solid but not habit-forming. Analysis showed users only opened the app when they had something specific to capture. They added a daily review feature that surfaced old notes, raising stickiness to 28%. Users now had a reason to open the app even without new input.
Related: DAU — the numerator in stickiness.; N-day Retention — cohort-based view of engagement.