What is DAU/MAU stickiness?
Stickiness is the ratio of daily active users to monthly active users, expressed as a percentage. It tells you what fraction of your monthly users show up on a typical day, a simple read on how habitual the product is.
A 20% stickiness means the average monthly user is active about six days a month. The higher it climbs, the closer the product is to a daily habit.
The formula.
Stickiness = (DAU divided by MAU) times 100. Use a consistent definition of active across both, since the ratio is only meaningful if the numerator and denominator count the same kind of action.
Watch the definition of active. A loose definition inflates both numbers; a strict one tells you more about real engagement.
A worked example.
You have 200 daily active users and 1,000 monthly active users. Stickiness is 200 divided by 1,000, times 100, which is 20%.
What is a good stickiness ratio?
It depends on how often the product is meant to be used. Around 20% is a common good mark, and 50% or more is exceptional, the range of daily-habit products. A tool designed for weekly or monthly use will sit lower by nature, and that is fine.
Stickiness and retention move together. Read it next to your churn rate for the fuller engagement picture.
How to improve it.
Build reasons to return on a natural cadence, surface value between sessions, and reduce the friction of coming back. Habits form around a clear, repeated payoff.
Engagement starts with getting the right users in the door. See how we attract users who fit the product.