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What is a good DAU/MAU ratio for Indian apps?

CleverTap's 2026 BFSI benchmark report places average fintech stickiness at approximately 22% (CleverTap, 2025 data), and no DAU/MAU benchmark for Indian apps alone is published. Its article says e-commerce apps ranged from 20% to 25% across regions in 2025 and mobile gaming from 17% to 32%. Its older fintech report, from 2022, also gave 22% and counted India as one of six regions.

Source · CleverTap, figure for 2025 · checked

Gaming, low end: 17 %17Gaming, low end E-commerce, low end: 20 %20E-commerce, low end Fintech, average: 22 %22Fintech, average E-commerce, high end: 25 %25E-commerce, high end Gaming, high end: 32 %32Gaming, high end
CleverTap DAU/MAU figures by category, lowest to highest (%)

History

PeriodValue (%)
Gaming, high end32
E-commerce, high end25
Fintech, average22
E-commerce, low end20
Gaming, low end17
about 22%
average DAU/MAU for fintech apps (CleverTap, all regions; India has no figure of its own) · 2025
Range
17% to 32% across categories (gaming 17% to 32%, e-commerce 20% to 25%, fintech about 22%)
Confidence
Low: estimates disagree; treat as a range
Last checked

CleverTap's figures are by category and region, and its own article calls them ballpark figures. None is for India alone, so treat the range as a starting point for an Indian app, not a target.

The figures side by side

MeasureFigureSource
Fintech apps, 2026 BFSI reportabout 22%CleverTap, 16 October 2026
Fintech apps, 2022 report (six regions incl. India)22%CleverTap, via CXOToday, 01 March 2023
E-commerce apps, across regions, 202520% to 25%CleverTap, 16 October 2026
Mobile gaming, across regions, 202517% to 32%CleverTap, 16 October 2026
India alonenot publishednone found, 29 October 2026

How we got this number

  1. Read CleverTap's article on DAU/MAU (16 October 2026) for the category figures: fintech about 22%, e-commerce 20% to 25%, gaming 17% to 32%.
  2. Check the older CleverTap fintech benchmark report (2022, reported 1 March 2023): 22%, with data from six regions including India.
  3. Look for an India-only figure. We found none from CleverTap or AppsFlyer; AppsFlyer's India benchmark page opened but showed no stickiness values.

What this number does not tell you

  • DAU/MAU is daily active users divided by monthly active users for the same month. Teams define an 'active' user differently, so the ratio is only comparable with the same definition.
  • The figures come from a vendor's own blog and a news report of its report, not an audited study, and the article calls them ballpark figures.
  • No source gives a figure for India alone; the 2022 report includes India among six regions without separating it.

Sources

  1. CleverTap, DAU vs MAU: app stickiness metrics, 16 October 2026CleverTap's 2026 BFSI benchmark report places average DAU/MAU stickiness at approximately 22%.
  2. CleverTap, DAU vs MAU: app stickiness metrics (e-commerce), 16 October 2026DAU/MAU ratios ranged from 20% to 25% across regions in 2025, with Latin America recording the highest stickiness at 25%.
  3. CleverTap, DAU vs MAU: app stickiness metrics (gaming), 16 October 2026Mobile gaming recorded DAU/MAU ratios of 17% to 32% across regions in 2025.
  4. CleverTap fintech benchmark report 2022, via CXOToday, 01 March 2023According to the research, the average stickiness quotient for fintech apps is 22%. The report reflects data collected from Asia-Pacific, Europe, India, Latin America, Middle-East, and North America.

Questions people ask

What is a good DAU/MAU ratio?

CleverTap's figures run from about 17% to 32% depending on category: fintech about 22%, e-commerce 20% to 25%, gaming 17% to 32%. None is for India alone.

Is there an India-specific DAU/MAU benchmark?

We found none. CleverTap's 2022 fintech report included India among six regions but did not give a separate figure.

How is DAU/MAU worked out?

Daily active users divided by monthly active users for the same month, so a higher ratio means a larger share of monthly users come back on a typical day. Define an active user the same way every time.

Read next

This is a best guess, not an official statistic. We recheck it yearly. If you have a newer or better source, send it to us.

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