Work out active user ratio (dau mau) instantly with clear inputs, formula shown and shareable results.
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.
Stickiness
Stickiness = DAU / MAU; days used per month ≈ ratio × 30
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.
Social and messaging products reach 50% or more; most business tools sit between 10% and 25%.
Yes, by loosening the definition of active. Consistency of definition matters more than the level.