Stickiness Ratio (DAU/MAU)¶

Definition¶

Stickiness Ratio measures how often users return to your product by comparing daily active users (DAU) to monthly active users (MAU). It helps evaluate how “sticky” or habit-forming your product is.

Description¶

Stickiness Ratio is a key indicator of habit formation and product utility, reflecting how often users return to your product (e.g., DAU/MAU) — a signal of long-term retention potential.

The relevance and interpretation of this metric shift depending on the model or product:

In SaaS, it reflects workflow dependency or cross-functional usage
In mobile apps, it tracks daily utility, entertainment value, or reminders
In PLG, it captures whether users form routines that lead to upgrade moments

A high stickiness ratio means users return often and find recurring value. A low ratio suggests you're a one-time use case or easy to forget. By segmenting by persona, cohort, or feature usage, you unlock paths to increase engagement, promote stickiness features, or trigger reactivation.

Stickiness Ratio informs:

Strategic decisions, like which features to promote or improve
Tactical actions, such as nudging power users or simplifying key workflows
Operational improvements, including lifecycle email timing and in-app personalization
Cross-functional alignment, connecting product, success, and growth teams around retention loops

Key Drivers¶

These are the main factors that directly impact the metric. Understanding these lets you know what levers you can pull to improve the outcome

Core Use Case Frequency: Products that align with daily or high-frequency tasks tend to be stickier.
Feature Adoption and Workflow Fit: The more your product becomes a “default tool,” the higher the ratio.
Lifecycle Engagement and Nudging: Timely reminders and automation drive habitual usage.

Improvement Tactics & Quick Wins¶

Actionable ideas to optimize this KPI, from fast, low-effort wins to strategic initiatives that drive measurable impact.

If stickiness is low, identify your most retained users and map their behavioral patterns.
Add “return triggers” like unfinished tasks, usage limits, or weekly recaps.
Run usage-based segmentation and tailor in-app experiences to high-frequency workflows.
Refine onboarding to drive users directly into your most sticky features.
Partner with PM to build streaks, milestones, or gamified usage incentives.

Required Datapoints to calculate the metric
- Daily Active Users (DAUs): The number of unique users who engage with the product daily.
- Monthly Active Users (MAUs): The number of unique users who engage with the product monthly.
- Time Period: The timeframe over which DAUs and MAUs are measured (e.g., a rolling month).
Example to show how the metric is derived

A productivity app measures DAUs and MAUs over 30 days:
- DAUs: 10,000
- MAUs: 50,000
- Stickiness Ratio = (10,000 / 50,000) × 100 = 20%

Formula¶

Formula

\[ \mathrm{Stickiness\ Ratio} = \left( \frac{\mathrm{DAUs}}{\mathrm{MAUs}} \right) \times 100 \]

Data Model Definition¶

How this KPI is structured in Cube.js, including its key measures, dimensions, and calculation logic for consistent reporting.

UserEngagement

cube('UserEngagement', {
  sql: `SELECT * FROM user_engagement`,

  measures: {
    dailyActiveUsers: {
      sql: `daily_active_users`,
      type: 'countDistinct',
      title: 'Daily Active Users',
      description: 'The number of unique users who engage with the product daily.'
    },
    monthlyActiveUsers: {
      sql: `monthly_active_users`,
      type: 'countDistinct',
      title: 'Monthly Active Users',
      description: 'The number of unique users who engage with the product monthly.'
    },
    stickinessRatio: {
      sql: `CAST(daily_active_users AS DECIMAL) / NULLIF(monthly_active_users, 0)`,
      type: 'number',
      title: 'Stickiness Ratio',
      description: 'Measures how often users return to your product by comparing daily active users (DAU) to monthly active users (MAU).'
    }
  },

  dimensions: {
    id: {
      sql: `id`,
      type: 'string',
      primaryKey: true
    },
    engagementDate: {
      sql: `engagement_date`,
      type: 'time',
      title: 'Engagement Date',
      description: 'The date of user engagement activity.'
    }
  }
});

Note: This is a reference implementation and should be used as a starting point. You’ll need to adapt it to match your own data model and schema

Positive & Negative Influences¶

Negative influences

Factors that drive the metric in an undesirable direction, often signaling risk or decline.
- Complexity of Use: High complexity can deter frequent use, negatively impacting the Stickiness Ratio.
- Technical Issues: Frequent technical issues or bugs can frustrate users, reducing their return rate and lowering the Stickiness Ratio.
- Lack of Personalization: A lack of personalized experiences can lead to disengagement, negatively affecting the Stickiness Ratio.
- Poor Onboarding Experience: If users struggle during onboarding, they are less likely to return, decreasing the Stickiness Ratio.
- Competitive Alternatives: The presence of more attractive alternatives can draw users away, negatively impacting the Stickiness Ratio.
Positive influences

Factors that push the metric in a favorable direction, supporting growth or improvement.
- Core Use Case Frequency: Higher frequency of core use cases directly increases the Stickiness Ratio as users engage with the product more regularly.
- Feature Adoption and Workflow Fit: When users adopt features that fit seamlessly into their workflow, the product becomes a default tool, increasing the Stickiness Ratio.
- Lifecycle Engagement and Nudging: Effective engagement strategies and timely nudges encourage users to return, positively impacting the Stickiness Ratio.
- User Satisfaction: High user satisfaction leads to more frequent use, thereby increasing the Stickiness Ratio.
- Community and Social Features: Incorporating social elements can enhance user interaction and return rates, boosting the Stickiness Ratio.

Involved Roles & Activities¶

Involved Roles

These roles are typically responsible for implementing or monitoring this KPI:

Customer Lifecycle Management
Product Management (PM)
Product Marketing (PMM)
Activities

Common initiatives or actions associated with this KPI:

Product Adoption and Use
Retention Strategies
Feature Usage Analysis

Funnel Stage & Type¶

AAARRR Funnel Stage

This KPI is associated with the following stages in the AAARRR (Pirate Metrics) funnel:

Activation
Retention
Type

This KPI is classified as a Lagging Indicator. It reflects the results of past actions or behaviors and is used to validate performance or assess the impact of previous strategies.

Supporting Leading & Lagging Metrics¶

Leading

These leading indicators influence this KPI and act as early signals that forecast future changes in this KPI.
- Daily Active Users: DAU is the numerator of the Stickiness Ratio and directly reflects daily user engagement. Increases in DAU, with MAU held constant, immediately boost stickiness, providing a high-frequency signal of product habit formation.
- Monthly Active Users: MAU forms the denominator of the Stickiness Ratio. Tracking MAU trends contextualizes DAU changes, helping to distinguish between broader audience growth and deeper engagement among existing users.
- Returning Visitors: Returning Visitors signal repeated engagement with the product, a core driver of stickiness. Growth here often foreshadows improvements in the Stickiness Ratio by indicating that more users form the habit of coming back.
- WAU/MAU Ratio: WAU/MAU Ratio measures weekly return frequency, which complements DAU/MAU to offer a multi-signal early warning system of engagement depth and habit formation across different periods.
- Activation Rate: Activation Rate measures the percentage of users reaching a key initial milestone, which increases their likelihood of returning repeatedly. Higher activation correlates with improved stickiness, as more users experience value early and tend to become regular users.
Lagging

These lagging indicators confirm, quantify, or amplify this KPI and help explain the broader business impact on this KPI after the fact.
- Churn Risk Score: High churn risk among users can indicate that current stickiness is low or deteriorating, prompting a review of leading indicators and stickiness improvement strategies.
- Customer Feedback Retention Score: This score measures retention among those who provide feedback. Poor scores may reveal gaps in product engagement that leading metrics like stickiness can help address, guiding adjustments to engagement/retention efforts.
- Activated-to-Follow-Up Engagement Rate: Measures how many users return after activation. Declines here may signal that initial engagement is not translating into habitual use, prompting changes in onboarding or feature nudges to drive up stickiness.
- Cohort Retention Analysis: Cohort-based retention trends can reveal patterns in user engagement and stickiness over time, helping recalibrate and refine the interpretation of leading stickiness signals for specific segments or timeframes.
- Customer Downgrade Rate: A rising downgrade rate may reflect dissatisfaction or waning product relevance, alerting teams to reevaluate stickiness drivers and take early action to prevent further disengagement.