MAU/DAU Stickiness Ratio Calculator
The DAU/MAU stickiness ratio measures what percentage of monthly active users return on any given day. A 20% ratio (6 days/month) is the median for B2B SaaS; 50%+ (15 days/month) is reserved for daily-habit products like Slack and Notion.
What Stickiness Ratio Measures
The ratio of DAU to MAU expresses how many days per month an average active user touches the product. Multiply by 30 to convert into days. 50% = 15 days/month. 20% = 6 days/month.
Category-Specific Benchmarks
Sequoia Capital and Andreessen Horowitz publish category medians: 60% for consumer social (Instagram, TikTok), 50% for collaboration tools (Slack, Notion), 20% for B2B SaaS broadly, 15% for traditional enterprise software. Compare within your category, not across.
How To Lift Stickiness
Three highest-leverage moves: build habit loops (daily notifications, streaks, scheduled reports), add multiplayer features that drag teammates back, and surface high-value workflows on the home screen. Single-player productivity tools rarely break 30% without explicit habit hooks.
Source: Sequoia Capital metrics frameworks, Andreessen Horowitz consumer growth posts. Last updated: May 2026.