Stickiness
The ratio estimates the share of monthly users active in a shorter period. A 20% DAU/MAU ratio roughly means the average monthly user is active on about six days, although interpretation depends on definitions and seasonality. Higher is not always better: expected frequency differs between messaging, travel, tax, and enterprise tools. Use stickiness with retention and meaningful-use measures.
What is Stickiness?
Stickiness describes how frequently users return to a product, often measured as DAU divided by MAU or WAU divided by MAU.
Why it matters
The ratio estimates the share of monthly users active in a shorter period. A 20% DAU/MAU ratio roughly means the average monthly user is active on about six days, although interpretation depends on definitions and seasonality. Higher is not always better: expected frequency differs between messaging, travel, tax, and enterprise tools. Use stickiness with retention and meaningful-use measures.
Example
A product has 20,000 DAU and 100,000 MAU, producing a DAU/MAU stickiness ratio of 20%.