Glossary · Customer Satisfaction
- Stickiness Ratio (DAU/MAU)
- Daily active users divided by monthly active users. How deeply your product is woven into daily life.
Stickiness Ratio in Practice
Calculation
Stickiness = DAU / MAU
Reading the Number
Stickiness is a habit metric. Specifically, low stickiness in a product designed for daily use is a churn warning, even if absolute usage looks healthy.
Segment stickiness by cohort. In particular, new-cohort stickiness in the first 30 days is the single best leading indicator of long-term retention.
Frequently Asked Questions
For consumer apps aimed at daily use, above 0.5 is strong, above 0.7 is exceptional. For B2B software, 0.2-0.4 is typical because usage is tied to work patterns. For tools used weekly rather than daily, use WAU/MAU instead.
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