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Active User Ratio (DAU MAU) Calculator

Work out active user ratio (dau mau) instantly with clear inputs, formula shown and shareable results.

About Active User Ratio (DAU MAU) Calculator

The ratio of daily to monthly active users measures how habitual a product is: it approximates the number of days an average monthly user opens the product. Above 50% indicates genuine daily habit, which very few products achieve.

Formula

Stickiness

Stickiness = DAU / MAU; days used per month ≈ ratio × 30

Worked example

With the default values below, Active User Ratio (DAU MAU) Calculator returns Stickiness Ratio of 23.333%. Change any input above and every figure here is recalculated in your browser.

Inputs used

Daily Active Usersaccepts 1–1,000,000,000
42,000
Monthly Active Usersaccepts 1–1,000,000,000
180,000

Results

Stickiness Ratio
23.333%
Average Days Used Per Month
7.00 days
Engagement Assessment
Typical for most applications
Monthly Users Not Active Today
138,000

Step by step

  1. 1Values used
  2. 2Stickiness
  3. 3Stickiness Ratio= 23.333
  4. 4Average Days Used Per Month= 7.00 days
  5. 5Engagement Assessment= Typical for most applications
  6. 6Monthly Users Not Active Today= 138,000

Assumptions and limits

  • The result is derived only from the 2 inputs listed above. Anything not among them is not part of the calculation.
  • In particular, this calculator does not take inflation, tax, fees or charges or compounding frequency into account.
  • Figures are rounded for display to 3 decimal places, so totals built from several rounded parts can differ slightly from the unrounded arithmetic.
  • Figures are estimates based on the inputs given. Marketing performance, platform fees and conversion behaviour vary by audience, channel and season. Use this as a planning guide, not a forecast.
  • This is an estimate for general information and not professional financial, tax or legal advice. See the full disclaimer for the limits that apply to this kind of calculator.

How these calculators are built and tested is described on the Methodology page. If a figure looks wrong, please report it.

Figures are estimates based on the inputs given. Marketing performance, platform fees and conversion behaviour vary by audience, channel and season. Use this as a planning guide, not a forecast.

Frequently Asked Questions

What ratio should be expected?

Social and messaging products reach 50% or more; most business tools sit between 10% and 25%.

Can the ratio be gamed?

Yes, by loosening the definition of active. Consistency of definition matters more than the level.

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