Free tool DAU/MAU ratio calculator
DAU/MAU is the share of your monthly users who show up on a typical day. Enter daily and monthly active users, and optionally weekly, to see how sticky the product is and how many days a month the average user comes back.
- Stickiness ratio
- Active days out of 30
- Runs locally
Work out stickiness
Use the average daily active users over the same 30 days as your MAU. WAU is optional.
Average distinct active users per day over the month.
Distinct active users over the same 30 days.
Average distinct active users per 7 days. Adds DAU/WAU.
DAU/MAU (stickiness)
23.8%
DAU ÷ MAU: the share of monthly users active on a typical day.
Share these inputs: the values go after the # in the link, so they never reach a server.
https://tapcub.com/tools/dau-mau-calculator
Version v1.0Updated Update history
What stickiness tells you, and what it does not
DAU/MAU measures how often people come back, not how many people you have. A small product can be very sticky; a huge one can be visited once a month.
DAU/MAU
The sample gives 12,400 ÷ 52,000 = 23.8%: on a typical day, about one in four of this month’s users is active.
Active days per month
23.8% × 30 ≈ 7.2 days. Easier to explain than a ratio: the average monthly user is active about seven days a month.
DAU/WAU
The same idea over a week. 43.5% × 7 ≈ 3 days a week. Useful for products used on workdays, where a monthly window blurs the pattern.
Natural frequency
A team chat tool should be used daily; a travel booking site maybe a few times a year. Judge the ratio against how often your product is meant to be used.
The ratio depends entirely on what counts as "active". Opening the app, viewing a page and completing a core action give very different numbers.
Three things to settle first
The division is trivial. The inputs decide whether the ratio means anything.
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1
Define "active"
Pick one qualifying action — a session, a message sent, an order — and use it for DAU, WAU and MAU alike.
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2
Use the same window
DAU should be the daily average over the same 30 days that MAU covers, not a single good day.
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3
Count people, not devices
A user on phone and laptop should count once. Device-based counts inflate MAU more than DAU and pull the ratio down.
Stickiness = DAU ÷ MAU
DAU and MAU are distinct people who did the qualifying action in a day and in 30 days. Their ratio is the share of monthly users who show up on an average day.
- DAU must not exceed MAU; WAU sits between them
- Active days per month = DAU/MAU × 30
- Days per week = DAU/WAU × 7
DAU/MAU
stickiness = DAU ÷ MAU
12,400 ÷ 52,000 = 23.8%
DAU/WAU
DAU ÷ WAU
12,400 ÷ 28,500 = 43.5%
Active days
active days = DAU/MAU × 30
23.8% × 30 ≈ 7.2 days a month
Three products, three rhythms
Three products with similar monthly audiences. Their stickiness differs because people need them at different frequencies, not because one is failing.
| Product | DAU | WAU | MAU | DAU/MAU | Active days / month |
|---|---|---|---|---|---|
| Note-taking app | 12,400 | 28,500 | 52,000 | 23.8% | 7.2 |
| Online clothing store | 3,000 | 12,000 | 60,000 | 5.0% | 1.5 |
| Team chat tool | 30,000 | 40,000 | 50,000 | 60.0% | 18.0 |
A 5% ratio is normal for a store people visit when they need something; it would be alarming for a team chat tool. Compare each product with its own history. Sample figures.
Where DAU/MAU misleads
Small changes in definition move this ratio a lot.
Using one day as DAU
A launch-day DAU over a normal month’s MAU overstates stickiness. Use the daily average for the month.
Counting devices
Without identity resolution one person on two devices inflates the counts, MAU most of all.
A loose definition of active
Counting background app opens or push-notification taps makes the ratio look healthy while real use falls.
Reading it during fast growth
A wave of new sign-ups raises MAU before those users form habits, so the ratio dips even if nothing is wrong.
Active users from your own events
TapCub lets you define what counts as "active" for your product and counts people, not devices, across web, app and mini-program.
DAU/MAU questions
Still have a question?
Chat with the team behind TapCub — we usually reply within a few hours on business days.
What is the DAU/MAU ratio?
Daily active users divided by monthly active users. It is called stickiness: the share of the people who use your product in a month who use it on a typical day.
How do I calculate DAU/MAU?
Take the average daily active users over a 30-day period and divide by the distinct active users in the same period. 12,400 ÷ 52,000 = 23.8%.
What is a good DAU/MAU ratio?
It depends on how often your product is meant to be used. A daily tool and a monthly-purchase store should not share a target. Track your own ratio over time and by segment, with the same definition of "active".
What does a DAU/MAU of 50% mean?
The average monthly user is active on about half the days of the month, roughly 15 days out of 30.
What is the difference between DAU/MAU and retention?
Retention follows one cohort over time: how many of the people who joined came back. DAU/MAU is a snapshot across all users in a month. Use the retention calculator for cohorts.
Why should I add WAU?
DAU/WAU shows the weekly rhythm. For workday products, a 70% DAU/WAU (about five days a week) can sit beside a modest DAU/MAU and still be healthy.
Update history
New features, fixes and data refreshes for this tool, newest first.
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· v1.0
LaunchedFirst release.
Missing something or found an error? Tell us — requests that come up often go into the next update. All tool updates
Measure active users from real events
Once your site or app is connected, active users come from the events you choose, counted per person across devices.