How to use the DAU/MAU stickiness calculator
Stickiness is DAU ÷ MAU: of everyone who used your product during a month, what share shows up on an average day. MAU here means monthly unique active users (deduplicated), and DAU is the average daily active users over the same window. If the two numbers come from different tools or different date ranges, the ratio is meaningless, so pull both from the same report.
Multiply stickiness by a 30-day basis and you get the average number of active days per month. At 20%, a typical monthly user opens the product about 6 days out of 30. Treat it as a compact measure of return frequency rather than a grade.
What counts as a "good" number depends heavily on the product category (messaging, games, shopping, work tools) and on how often people have a reason to return, so this calculator does not assert an industry benchmark. Enter your own target instead and the gap is shown in percentage points, which makes last month's figure or an agreed team goal the reference point.
Frequently asked questions
No. MAU counts unique users across the month, so every day's active users are already inside it. A larger DAU means one of the figures was not deduplicated, or the two cover different periods.
For products used weekly rather than daily, WAU ÷ MAU often fits better. The active-days conversion here assumes a daily figure, so if you enter WAU, read only the ratio.