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Recipe

DAU / MAU

The stickiness ratio that tells you whether users come back.

Formula

DAU ÷ MAU

Daily Active Users divided by Monthly Active Users, expressed as a percentage.

Benchmarks

<10%

Low engagement. Users visit rarely.

10–20%

Moderate. Weekly habit forming.

>20%

Sticky. Daily habit locked in.

Why it matters

DAU/MAU measures habit depth, not just reach. A product with 50% stickiness means the average user returns every other day. Social apps target 50%+; SaaS tools often sit at 20–30%. Track this weekly — a declining ratio signals churn before revenue drops.

How to improve it

  • Push notifications — timely, personalized nudges bring users back.
  • Streaks & rewards — daily incentives build return loops.
  • Email re-engagement — dormant-user campaigns with clear value props.