Define actions that classify a user as "active," such as reading an article or sharing content. Palzin Track includes three engagement metrics: DAU, WAU, and MAU.
- DAU: Daily active users.
- WAU: Weekly active users.
- MAU: Monthly active users.
Why Active Users: These metrics, especially the DAU/MAU ratio, measure user engagement. A higher ratio indicates more dedicated users, contributing to sustained growth.
Stickiness Benchmark (DAU/MAU):
| Average DAU/MAU | Good DAU/MAU | Great DAU/MAU | |
| Consumer products (ex: Facebook) | 30% | 40% | 50% |
| SaaS (ex: Stripe) | 15% | 20% | 30% |
| Finance | 11% | 18% | 25% |
| eCommerce | 10% | 15% | 22% |
| Media | 12% | 18% | 26% |
Pro tips: a DAU/WAU of 60% suggests that there are people who use the product every day and others that use the product much less. This rule of 60% as a threshold for identifying the best active user metric for a product is generally helpful across all use cases.
Stickiness Benchmark (DAU/WAU):
| Average DAU/WAU | Good DAU/WAU | Great DAU/WAU | |
| Consumer products (ex: Facebook) | 45% | 60% | 75% |
| SaaS | 22% | 30% | 45% |
Resources:
Palzin Team
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