Daily active users divided by monthly active users, expressed as a percentage, used as a proxy for how habitual or "sticky" a product is — a higher ratio means active users are coming back more days out of the month.
Why it matters
Two products can have identical MAU and look equally healthy on paper, but very different DAU/MAU ratios — one built into daily habit, the other used occasionally. The ratio surfaces that difference clearly.
In a sentence
"Our DAU/MAU ratio sits around 15%, which is typical for a tool people use a few times a week rather than every day."
Related terms
- Often confused with: Retention rate (stickiness measures frequency of use within active users; retention measures whether users come back at all over a longer period, like month over month).
- Synonyms: Stickiness ratio.