How to use this tool
Use distinct active users for a day and its containing month, with the same activity rule. If you compare rolling 30-day audiences, use that same definition throughout the comparison.
How the calculation works
DAU/MAU stickiness = daily active users ÷ monthly active users × 100
Example
With 8,000 DAU and 40,000 MAU, stickiness is 20%.
Read the result without overestimating it
The ratio describes activity frequency across two windows. It cannot tell you what percentage of a particular install cohort returned; use the retention calculator for that separate question.
Why this result matters
DAU/MAU estimates how frequently a monthly audience appears on a typical day. It complements retention rather than replacing cohort analysis.
Tips for a more useful estimate
- Use aligned time zones and definitions.
- Review a multi-day average.
- Compare games with similar usage patterns.
Frequently asked questions
Is DAU/MAU a retention rate?
No. It measures frequency across active-user windows, not return behavior for one cohort.
Can the ratio exceed 100%?
Not with consistent definitions because DAU is part of MAU.
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Explore Koala Kam’s Triple MatchPrepared by Dorn Bros Entertainment · Updated October 18, 2026 · Report a calculation issue
This free tool provides an estimate for general informational purposes. It is not financial, tax, legal, or professional advice.