Summary  
This chapter explains how to calculate time-windowed user engagement metrics—Daily Active Users (DAU), Monthly Active Users (MAU)—and derive a stickiness ratio by dividing DAU by MAU to quantify return frequency.

General domain of usage  
Product analytics

DAU (Daily Active Users) and MAU (Monthly Active Users) are metrics that track the number of unique users engaging with a product daily or monthly; stickiness is the ratio of DAU to MAU, indicating engagement frequency.

Definition

Discover the fundamentals of DAU, MAU, and stickiness. Learn how these key metrics help you measure user engagement and product growth, and understand their impact on your product strategy.

### Definitions and Formulas

- **DAU (Daily Active Users):** The count of unique users who engage with your product in a 24-hour period;
- **MAU (Monthly Active Users):** The count of unique users who engage with your product within a 30-day window;
- **Stickiness:** A ratio that shows how many monthly users return on a daily basis, calculated as DAU divided by MAU.

**Stickiness Formula:**  
Stickiness = DAU / MAU

A higher stickiness ratio means users are returning more frequently, signaling a more engaging product.

Users are active 20% of days; moderate engagement.

Users return most days; very high engagement.

Users visit infrequently; low engagement.

Suppose your product has a DAU of 1,500 and an MAU of 6,000. Using the stickiness formula (DAU/MAU) and the table above as a reference, what is your product's stickiness ratio? What does this suggest about user engagement?

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DAU, MAU, and Stickiness

Definitions and Formulas

DAU, MAU, and Stickiness

Definitions and Formulas