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Product

DAU / MAU

Daily / Monthly Active Users

How many unique people use your product each day (DAU) and each month (MAU). Their ratio shows how "sticky" — habit-forming — the product is.

Example

2,000 DAU and 10,000 MAU means 20% stickiness (people use it about 1 in 5 days).

Formula

Stickiness = DAU ÷ MAU × 100

Related terms

Retention
The share of customers who keep using your product over time. The opposite of churn — high retention is a sign of a product people love.
Activation
The moment a new user first experiences real value from your product — the "aha" that makes them likely to stick around.

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