DAU/MAU Ratio (Stickiness): The ratio of daily to monthly active users, indicating how often users return.
Formula
Stickiness = DAU / MAU × 100Computable definition
The canonical formula in the GASP formula grammar. The MCP server compiles it to SQL over the datasets listed below.
metric.daily_active_users_dau / metric.monthly_active_users_mauUnit: percent (the formula yields an unscaled ratio)
Notes: Source formula multiplies by 100; stored unscaled.
Data requirements
Grain: Distinct users in a trailing window (1, 7 or 30 days) ending at period end · Frequency: Daily · Aggregation: window (day) · Staged: no · Main source: Product Analytics.
| Field | Dataset | Type |
|---|---|---|
event_date | product_event | date |
product_event_type | product_event | string |
user_id | product_event | string |
Example SQL (Postgres)
SELECT (CAST(((SELECT COUNT(DISTINCT user_id) FROM product_event WHERE event_date > (:period_end - INTERVAL '1 day') AND event_date <= :period_end AND product_event_type = 'qualifying')) AS DOUBLE PRECISION) / NULLIF(((SELECT COUNT(DISTINCT user_id) FROM product_event WHERE event_date > (:period_end - INTERVAL '30 day') AND event_date <= :period_end AND product_event_type = 'qualifying')), 0)) AS dau_mau Access: recommended
sensitivity tier internal,
access scope unscoped.
Guidance your policy engine enforces.
From an agent: with the GASP MCP server, call
lookup_metric({ "name": "DAU/MAU Ratio (Stickiness)" }) or generate_query({ "metric": "DAU/MAU Ratio (Stickiness)", "adapter": "<your adapter JSON>" }).
Benchmarks
- Below 10%: Low stickiness, investigate product-market fit
- 10-13%: Average for B2B SaaS (Mixpanel data: 13% median)
- 13-20%: Good for B2B SaaS
- 20-25%: Strong engagement
- 25%+: Exceptional (top-quartile products)
- 50%+: World-class (communication/collaboration tools like Slack)
What It Tells You
How habit-forming the product is. Higher = users come back more frequently.
Related Metrics
Connected in the GASP relationship graph.
Upstream: what drives this
- Feature Adoption Rate drives DAU/MAU Ratio (Product)
Downstream: what this drives
- DAU/MAU Ratio drives Customer Health Score (Customer Success)
- DAU/MAU Ratio measures User (Entity)