The DAU/MAU ratio measures daily engagement relative to monthly active users. Learn how this stickiness metric fits into a KPI tree.
The DAU/MAU ratio (Daily Active Users divided by Monthly Active Users) measures product stickiness: the proportion of monthly users who engage daily. A ratio of 0.5 means half of monthly users return every day. In a KPI tree, DAU/MAU serves as a leading indicator of retention and expansion. High stickiness predicts lower churn and higher willingness to pay. Social and collaboration products typically target ratios above 0.3.