DAU/MAU Ratio Calculator

The DAU/MAU ratio is a classic measure of product stickiness, showing what share of your monthly users come back on a typical day. This calculator takes your daily active users and your monthly active users and returns the ratio as a percentage, which is often read as the average proportion of monthly users who are active on any given day. You enter your DAU, usually an average across the month, and your MAU for the same period, and the tool gives you the stickiness figure instantly. Product managers, founders and growth teams across New Zealand SaaS and app businesses use this to gauge habit formation, compare engagement across releases or segments, and sense check whether new users are sticking around rather than signing up once and drifting away. A higher ratio means users return more often, which usually correlates with stronger retention and lower churn, while a low ratio can signal that your product is used occasionally rather than as a daily habit. As a rough guide, daily use products often aim for higher ratios, while tools used weekly or monthly will naturally sit lower, so judge the number against your product's natural rhythm rather than a fixed target. To keep the figure meaningful, define active consistently for both DAU and MAU, use an average DAU rather than a single day to smooth out spikes, and hold the time window steady so you can track the trend. Watch the ratio over time and after major changes to confirm engagement is genuinely improving. The calculation runs in your browser, so you can test different user counts quickly and set realistic stickiness goals for the months ahead.

DAU/MAU ratio = daily active users / monthly active users. Estimate only, not financial or tax advice.