Stickiness Ratio Calculator

How it is calculated

The stickiness ratio is DAU ÷ MAU × 100. DAU is the number of unique users who were active on a day, normally the average over the days of the month; MAU is the number of unique users active at least once in the month. The tool divides one by the other and shows a percentage with two decimals, and repeats both counts. DAU cannot exceed MAU, because a user active on a day is also active in the month, so such input gives no result. MAU must be at least 1, DAU can be 0. A ratio of 20% roughly means the average monthly user shows up on 6 days of a 30-day month. Define "active" the same way in both numbers, for example a session or a key action.

Common mistakes

• Using one day's DAU that happens to be a weekend peak or a holiday dip. Use the average daily active users over the month, or the figure for a typical day, not an outlier.
• Taking DAU and MAU over different periods or from different definitions. If MAU counts any visit but DAU counts only a purchase, the ratio is not meaningful.
• Entering sessions or events instead of unique users. A user who opens the app five times a day counts once in DAU.
• Adding up daily users across the month to get MAU. The same people return every day, so the sum is far above the real MAU and the tool will reject it if it exceeds MAU.
• Comparing the ratio of different products without context. A utility used daily and a seasonal service will have very different healthy values, so compare it with the same product over time.