Question 1

What is user stickiness?

Accepted Answer

A measure of how frequently and habitually people use a product, capturing how often active users return within a given period. It is most commonly measured with the DAU/MAU ratio.

Question 2

How do you calculate user stickiness?

Accepted Answer

Divide daily active users by monthly active users and multiply by 100. The formula is (DAU / MAU) × 100, expressed as a percentage.

Question 3

What does the DAU/MAU ratio tell you?

Accepted Answer

It approximates what percentage of your monthly users are active on a typical day, and roughly how many days a month the average user shows up.

Question 4

What is a good stickiness score?

Accepted Answer

Around 20 percent is a common general benchmark for consumer products, with the strongest daily-habit products reaching 50 percent or more. But it depends heavily on the product type.

Question 5

Can a low stickiness score be healthy?

Accepted Answer

Yes. For products meant to be used infrequently, like travel booking or tax filing, a low DAU/MAU ratio is entirely appropriate and not a problem to fix.

Question 6

Why does the definition of “active user” matter for stickiness?

Accepted Answer

Because both DAU and MAU depend on it. Whether “active” means a login or a meaningful action strongly shapes the ratio, so it must be defined carefully and kept consistent.

Question 7

How is stickiness related to retention?

Accepted Answer

They are closely linked. Habitual, frequent usage measured by stickiness tends to predict stronger long-term retention, since a product built into a routine is harder to abandon.

Question 8

Why is rising user growth with falling stickiness a warning sign?

Accepted Answer

Because it means new users are not actually engaging. You are adding users to a bucket that is quietly draining, which signals hollow, fragile growth.

Question 9

Should every product aim for high stickiness?

Accepted Answer

No. Products should aim for stickiness appropriate to how often they are genuinely meant to be used. Forcing daily engagement onto an occasional-use product creates gimmicks, not value.

Question 10

What other metrics complement stickiness?

Accepted Answer

Retention rate, usage frequency, session depth, feature-level stickiness, and alternative period ratios like WAU/MAU all add detail the single DAU/MAU number can miss.

What Is User Stickiness and How to Measure It?

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Q1: What does user stickiness measure?

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