Definition
Stickiness measures how frequently users return. The most common versions are DAU/MAU (daily stickiness) and WAU/MAU (weekly stickiness).
Formula
Stickiness = DAU / MAU (or WAU / MAU)
How to use it
- Use DAU/MAU for daily cadence products; use WAU/MAU for weekly cadence products.
- Track stickiness by segment (persona/plan) for actionability.
Common mistakes
- Comparing DAU/MAU across products with different cadence expectations.
- Using inconsistent 'active' definitions across numerator and denominator.
Measured as
Stickiness = DAU / MAU (or WAU / MAU)
Misused when
- Comparing DAU/MAU across products with different cadence expectations.
- Using inconsistent 'active' definitions across numerator and denominator.
Operator takeaway
- Use DAU/MAU for daily cadence products; use WAU/MAU for weekly cadence products.
- Track stickiness by segment (persona/plan) for actionability.
- Keep Stickiness (DAU/MAU, WAU/MAU) consistent by cohort, segment, and period before you use it as a decision signal in planning or reporting.
- Interpret the metric alongside retention, margin, or payback so one ratio does not hide the real operating trade-off.
Next decision
- Quantify the impact with DAU/MAU (Stickiness) Calculator if you need to turn the definition into an operating assumption.
- Read DAU/MAU: how to measure stickiness and when the ratio misleads if the decision depends on interpretation, policy, or trade-offs beyond the raw formula.
Where to use this on MetricKit
Calculators
- DAU/MAU (Stickiness) Calculator: Compute DAU/MAU stickiness and translate it into implied active days per month.
- WAU/MAU Calculator: Compute WAU/MAU and translate it into implied active weeks per month.
Guides
- DAU/MAU: how to measure stickiness and when the ratio misleads: Use DAU/MAU to check whether monthly actives come back often enough for your product cadence. This guide explains how to define active users, when WAU/MAU is the better lens, and what not to infer from a single benchmark.
- WAU/MAU: a weekly stickiness metric for B2B and weekly workflows: WAU/MAU explained: when to use it instead of DAU/MAU, how to calculate it correctly, and how to interpret it.
- PLG metrics hub: activation, trial conversion, stickiness, and adoption: A practical hub for product-led growth metrics: activation rate, trial-to-paid, DAU/MAU and WAU/MAU stickiness, feature adoption, and PQL-to-paid conversion.
- Retention & churn hub: cohorts, GRR/NRR, and retention curves: A practical hub for retention measurement: churn rate, GRR/NRR, cohort retention curves, and how to set retention targets without getting misled by noise.