Product Stickiness (DAU/MAU)
Product stickiness is the DAU/MAU ratio — the fraction of your monthly active users who also use your product on any given day. It's the most concise single-number measure of how deeply embedded your product is in users' daily lives. A stickiness of 50% means the average MAU uses the product every other day. Stickiness above 20% for B2B SaaS is considered healthy; consumer apps aim for 50%+.
Note: Use consistent definitions for "active" in both DAU and MAU. Mixing definitions (e.g. logins for MAU, qualified actions for DAU) produces a meaningless ratio.
B2B SaaS: 20–40% stickiness; consumer social: 50–70%
Stickiness < 10% for a daily-use tool means most users are not habitually engaged
Benchmarks by segment
How to improve Stickiness
Find and double down on the features correlating with high individual stickiness — these are your habit-forming loops
Introduce daily or weekly recurring value moments: digest emails, progress summaries, or streaks
Reduce friction in the returning-user flow — the fewer taps to get back to value, the higher the stickiness
Build integrations with tools users open daily (Slack, email, calendar) so your product surfaces in existing habits
Common measurement mistakes
Tools for measuring Stickiness
Best-in-class behavioral analytics with powerful event segmentation, funnel analysis, and retention charts that go far deeper than Google Analytics
Best-in-class event-based analytics with intuitive funnel, retention, and flow reports that surface actionable insights quickly
Best-in-class autocapture technology — captures every click, scroll, and interaction without manual event tagging, enabling retroactive analysis on historical data
All-in-one product analytics platform combining analytics, session replay, feature flags, A/B testing, surveys, and a data warehouse — replacing multiple point solutions
Autocapture eliminates the need for manual event instrumentation — every click, pageview, and form interaction is tracked automatically from day one
All-in-one platform combining feature flags, A/B testing, product analytics, session replay, and web analytics — eliminating the need for separate tools
Frequently Asked Questions
Generally yes at early stage. Growing MAU without stickiness means you're filling a leaky bucket. Products with high stickiness grow organically through word-of-mouth. Prioritise stickiness until you've hit sustainable engagement, then scale acquisition.
Rarely a problem, but artificially high stickiness driven by compulsive design patterns (dark patterns, addiction loops) can attract regulatory scrutiny and create ethical concerns. Aim for stickiness that reflects genuine daily value.