← Business Dictionary
Product

DAU / MAU

Daily / Monthly Active Users

Also known as daily active users, monthly active users, stickiness

How many unique people use your product each day (DAU) and each month (MAU). Their ratio shows how "sticky" — habit-forming — the product is.

Example

2,000 DAU and 10,000 MAU means 20% stickiness (people use it about 1 in 5 days).

Formula

Stickiness = DAU ÷ MAU × 100

Related terms

Retention
The share of customers who keep using your product over time. The opposite of churn — high retention is a sign of a product people love.
Activation
The moment a new user first experiences real value from your product — the "aha" that makes them likely to stick around.

Building a startup?

Base91 takes founders from idea to launch — tracker, community, AI toolkit and this dictionary, built in.

Create your account