Product Stickiness
How frequently users return to and engage with a product, indicating habit formation and retention.
Definition
Product stickiness measures how well a product retains users and encourages regular usage. It reflects whether users find enough value to make the product part of their routine, indicating strong product-market fit and sustainable growth potential.
How to Measure
Primary Formula (DAU/MAU Ratio):
Stickiness = (Daily Active Users ÷ Monthly Active Users) × 100
Other Metrics:
Stickiness Benchmarks
20%+: Excellent stickiness (daily habit-forming products)
10-20%: Good stickiness (regular engagement)
5-10%: Moderate stickiness (weekly usage patterns)
Under 5%: Low stickiness (occasional use)
Real-World Example
Social Media App:
- • 50,000 Daily Active Users (DAU)
- • 200,000 Monthly Active Users (MAU)
- • Stickiness = (50,000 ÷ 200,000) × 100 = 25%
This indicates excellent stickiness - users visit the app on average 7-8 days per month.