In short
The DAU/MAU ratio divides daily active users by monthly active users to show how often people return to a product. It is often called stickiness. A ratio of 50% means the average monthly user is active on about half the days in a month.
Why it matters for apps
DAU/MAU shows usage frequency, not just reach. Two apps with the same monthly users can have very different habits behind those numbers. It is also a quick way to check whether a new feature changes how often people return.
- Habit signal: A rising ratio means more users are building a routine around the product.
- Context matters: Daily use is natural for messaging or learning, but not for travel or insurance. Compare against your own use case, not other categories.
- Define active carefully: Counting app opens inflates the number. Count a meaningful action instead.
- Common mistake: Chasing daily use when the core value is weekly. In that case, track weekly active users against monthly instead.
Industry examples
Duolingo's daily streak is designed around daily use, which suits a DAU/MAU focus.
A car-sharing app tracks weekly rather than daily activity, since most members rent a few times a month (hypothetical).
Build it with StriveCloud
StriveCloud gives users daily reasons to open the app: streak stats, daily time challenges and stat triggers that reward each active day. A scratchcard or Wheel of Fortune spin as the daily reward adds surprise. Monthly tiers then reward users who keep it up all month.
Want to try this? See the Duolingo playbook
Frequently asked questions
What is the DAU/MAU ratio?
The DAU/MAU ratio is daily active users divided by monthly active users. It measures stickiness, meaning how often the average monthly user comes back.
What is a good DAU/MAU ratio?
It depends on the product. Apps built for daily use aim higher than apps used weekly or monthly. Compare against your own past results and use case.
How do you increase DAU/MAU?
Give users a reason to return more often, such as daily streaks, short challenges or fresh content. Make sure the daily action delivers real value, not just an app open.