Definition
DAU/MAU = Daily Active Users ÷ Monthly Active Users.
Interpretation
Higher ratio = more habitual usage = harder to churn.
DAU/MAU ratio
DAU/MAU measures how often users return. 50%+ is very sticky. 20–50% is moderate.
EngagementAlso called: Stickiness ratio, User stickiness
About this term
This page is part of the Skene PLG glossary. Use it as a reference when writing specs, dashboards, or playbooks.
Canonical glossary index: /resources/glossary
