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Also known as: product stickiness, DAU/MAU ratio

Stickiness

ConceptualMetricsProduct

Definition

Stickiness: Stickiness measures how often users return to your product, commonly calculated as DAU/MAU (Daily Active Users / Monthly Active Users). Higher stickiness means users engage more frequently. A 25%+ ratio is typically considered strong for consumer apps.

Example Usage

“With 10K DAU and 40K MAU, our stickiness is 25%, meaning users return about 1 in 4 days.”

Common Misconceptions

All products should be highly sticky. Some products (like tax software) have legitimately low frequency.
Stickiness equals engagement quality. High frequency doesn't mean users are getting value.
DAU/MAU is the only stickiness measure. Weekly actives and session depth also matter.

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