Stickiness

Also called DAU/MAU Ratio

How habitual your product is, usually measured as the ratio of daily to monthly active users. A DAU/MAU of 50 percent means the average monthly user shows up every other day.

Stickiness = DAU / MAU

Why it matters

Stickiness reveals whether your product is a habit or an occasional visit. For consumer and social products, high stickiness is one of the strongest signs of real engagement and a defensible position.

For example

An app with 5 lakh DAU and 10 lakh MAU has 50 percent stickiness, meaning the average monthly user shows up every other day.

Go deeper

SaaS Metrics 2.0: Detailed Definitions For Entrepreneurs · guide Stickiness is defined precisely in David Skok's reference on SaaS metrics, with the formula and the mistakes to avoid. Open forentrepreneurs.com →

Related terms

Also in Starting Up

See how founders actually handle this on Money, pricing and metrics, part of the Starting Up hub.

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