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Stickiness Ratio Calculator
Boost your SaaS retention with Churnkey's Stickiness Ratio Calculator. Easily assess customer engagement, spot trends, and adjust your approach to strengthen relationships and drive profitability. Get started on the path to better customer loyalty today!
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Daily Active Users
Monthly Active Users
5.0%
Stickiness Ratio
This shows how many of your active users keep coming back, helping you see how well users stick with your product.
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In the competitive world of SaaS and digital products, user engagement is the lifeblood of sustainable growth. While metrics like monthly active users (MAU) show reach, they don't reveal how deeply engaged your users truly are. This is where the Stickiness Ratio comes in-a powerful metric that measures how often users return to your product.
The Stickiness Ratio, calculated as Daily Active Users (DAU) divided by Monthly Active Users (MAU), reveals what percentage of your monthly users engage with your product on a daily basis. In this guide, we'll explore why stickiness matters, how to calculate it, industry benchmarks, and proven strategies to improve it.
What is the Stickiness Ratio?
The Stickiness Ratio measures user engagement frequency by comparing daily active users to monthly active users. It answers a critical question: "Of all the people who use my product in a month, what percentage use it daily?"
A high stickiness ratio indicates that users find your product valuable enough to return frequently, suggesting strong product-market fit and user satisfaction. This metric is particularly valuable because:
- It reveals true engagement beyond vanity metrics
- It predicts long-term retention and revenue potential
- It helps identify if your product is habit-forming
- It guides product development priorities
How to Calculate Stickiness Ratio
The Stickiness Ratio formula is straightforward:
Stickiness Ratio =
Daily Active Users (DAU)
Monthly Active Users (MAU)
x 100
Example: If your product has 10,000 daily active users and 50,000 monthly active users, your stickiness ratio would be 20%.
Important Considerations
When calculating stickiness ratio, keep these factors in mind:
- Define "active": Clearly define what constitutes an active user (login, specific action, time spent)
- Consistency: Use the same time period for comparison (e.g., last 30 days for both DAU and MAU)
- User segments: Calculate stickiness for different user cohorts to identify patterns
- Product type: Expected stickiness varies dramatically by product category
Stickiness Ratio Benchmarks by Industry
Stickiness ratios vary significantly based on product type and use case:
- Social Media: 50-60% (Facebook: ~66%, Instagram: ~50%)
- Communication Tools: 40-50% (Slack, WhatsApp)
- Entertainment/Gaming: 20-30% (successful mobile games)
- Productivity SaaS: 20-40% (depends on use case)
- B2B SaaS: 10-20% (weekly use may be more relevant)
- E-commerce: 5-10% (highly seasonal)
Remember: A "good" stickiness ratio depends entirely on your product's intended use frequency.
Strategies to Increase Your Stickiness Ratio
Want to bump up your stickiness ratio? Here are some key strategies:
1. Enhance core product value & user experience
- Optimize onboarding: Ensure users experience value within their first session
- Reduce friction: Streamline workflows and eliminate unnecessary steps
- Mobile optimization: Make daily usage convenient across all devices
- Performance: Ensure fast load times and reliable uptime
2. Implement engagement-driving features
- Daily notifications: Send valuable, personalized alerts (not spam)
- Streaks & achievements: Gamify consistent usage with rewards
- Fresh content: Provide new value daily (insights, updates, recommendations)
- Collaboration features: Enable team interactions that create natural check-in moments
3. Create habit-forming workflows
- Morning dashboards: Provide daily summaries users check each morning
- Integration with daily tools: Connect with email, calendar, and other frequently-used apps
- Quick wins: Enable users to complete valuable tasks in under 2 minutes
- Recurring tasks: Build features around daily business activities
4. Leverage data & personalization
- Behavior analysis: Identify what drives your most active users
- Personalized recommendations: Surface relevant content and features
- Smart notifications: Time messages when users are most likely to engage
- A/B testing: Continuously test engagement-driving features
5. Build community & social features
- User forums: Create spaces for peer-to-peer interaction
- Social proof: Show activity from other users or teams
- Collaborative workflows: Enable features that require team participation
- Recognition systems: Highlight active users and contributions
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