How to use it
- Enter average daily active users for the month.
- Enter monthly active users for the same month.
- Optionally enter weekly active users.
Formula
- Stickiness = DAU ÷ MAU
- Active days per month = DAU ÷ MAU × 30
- DAU/WAU = DAU ÷ WAU; active days per week = DAU ÷ WAU × 7
- WAU/MAU = WAU ÷ MAU
Worked example
2,000 daily, 5,000 weekly and 10,000 monthly active users:
- Stickiness = 2,000 ÷ 10,000 = 20 %, or 6 active days a month.
- DAU/WAU = 40 %, or 2.8 days a week.
- WAU/MAU = 50 %.
Tips
- Define “active” by a meaningful action (a message sent, a lesson done), not just an app open.
- A falling ratio while MAU grows often means new users are less engaged; look at cohorts.
- Count unique users: the same person on two devices should count once.