Stickiness (DAU/MAU)
01 Definition
Stickiness (DAU/MAU) meaning: How often monthly users return, measured as daily active users divided by monthly active users.
Stickiness estimates how frequently people use a product by dividing daily active users by monthly active users, shown as a percentage. A 50% ratio suggests the average monthly user shows up about half the days. Higher stickiness points to a stronger daily habit.
Why it matters
How Stickiness (DAU/MAU) fits the work
Stickiness is a fast gauge of engagement and habit, helping teams see whether people return regularly or drift away between rare visits.
In context
An app with 20,000 daily active users and 80,000 monthly active users has a stickiness of 25%.
Practical note
The ratio suits products meant for daily use; for tools people rightly use weekly or monthly, a low DAU/MAU is normal and not a problem.