2026 data · Sample size: 307 · Source: Bessemer Cloud Index 2025
25th %ile
0.1x
Median
0.17x
75th %ile
0.24x
90th %ile
0.36x
▬Trending stable year-over-year
About This Metric
Daily active users divided by monthly active users, measuring product stickiness and engagement depth.
Daily Active Users / Monthly Active Users
Higher is better · Unit: ratio
How to Improve
Design "hook model" features that create daily habits around your product. Build a newsfeed or dashboard that provides fresh, relevant content daily. Implement push notifications and email triggers based on real‑time events. Create team collaboration features that require daily coordination. Launch a mobile app or browser extension that lowers the barrier to daily usage.
Ehsan's Analysis
DAU/MAU ratio (stickiness) is the engagement metric that separates SaaS tools from SaaS utilities. Communication tools (Slack, Teams) achieve 60-70% DAU/MAU — users open them every workday. Project management tools (Asana, Monday) hit 30-40%. Analytics platforms (Amplitude, Mixpanel) reach 15-25%. CRM (Salesforce, HubSpot) surprisingly only 20-30% despite being "mission-critical." The benchmark that matters: compare your DAU/MAU to others in your sub-category, not to SaaS broadly. A 30% DAU/MAU is excellent for a reporting tool and terrible for a messaging tool. The other insight: DAU/MAU below 15% suggests your product is a "reporting destination" (visited when someone needs specific information) rather than a "workspace" (lived in throughout the day). Neither is wrong, but each requires different engagement strategies. Workspaces grow through network effects and notifications. Destinations grow through better content and alerts.
EJ
Ehsan Jahandarpour
AI Growth Strategist & Fractional CMO
Forbes Top 20 Growth Hacker · TEDx Speaker · 716 Academic Citations · Ex-Microsoft · CMO at FirstWave (ASX:FCT) · Forbes Communications Council
Frequently Asked Questions
What is a good DAU/MAU Ratio for SaaS companies at Series A stage?
The median DAU/MAU Ratio for SaaS companies at the Series A stage is 0.17. Top‑quartile companies (75th percentile) significantly outperform this baseline. The most important factor is consistent improvement over time rather than hitting any single target number.
How does DAU/MAU Ratio differ by company stage in SaaS?
DAU/MAU Ratio typically improves as SaaS companies mature from seed through growth stage. Earlier‑stage companies should benchmark against stage‑appropriate peers rather than comparing themselves to mature companies.
How often should SaaS companies measure DAU/MAU Ratio?
SaaS companies at the Series A stage should track DAU/MAU Ratio monthly with quarterly deep‑dive analysis. Set up automated dashboards and alerts for significant deviations from your baseline.
What factors most impact DAU/MAU Ratio in the SaaS sector?
In SaaS, the primary factors impacting DAU/MAU Ratio include product‑market fit maturity, competitive landscape intensity, customer segmentation strategy, pricing optimization, and operational efficiency. Series A‑stage companies should focus on the one or two highest‑leverage factors rather than trying to optimize everything simultaneously.
How does DAU/MAU Ratio for SaaS compare to cross‑industry benchmarks?
SaaS DAU/MAU Ratio benchmarks can differ significantly from cross‑industry averages due to factors specific to the SaaS vertical including customer acquisition dynamics, competitive intensity, and typical deal sizes. Always compare against industry‑specific benchmarks rather than broad averages for meaningful insights.