Stickiness Ratio Calculator

It’s not enough to simply acquire customers in SaaS… true success hinges on your ability to keep users engaged and coming back for more.

This is where the concept of "stickiness" comes into play, and the stickiness ratio is the key metric to measure it. This ratio isn't just about how often your product is used; it shows how integral your solution is to your users' daily or weekly workflows, highlighting how valuable your product is in helping them hit their targets. In a nutshell, it's all about how often they use it.

Not only is a high stickiness ratio a powerful indicator of your business’ health — it also directly contributes to lower churn rates, improved customer retention, and ultimately drives sustainable, long-term revenue growth.

To help get you started, we've developed a powerful Stickiness Ratio Calculator. This tool will allow you to quickly and easily calculate your stickiness ratio, providing valuable insights for your business.

Let’s start by breaking down what “stickiness” really means. The stickiness ratio in SaaS tells you how often users are consistently coming back to your product. It's a solid way to see if you're keeping your user base engaged.

Ultimately, your stickiness ratio is a strong sign of whether users keep coming back because they find real value in your product. A product with high stickiness often becomes a must-have in their day/week, fitting right into their routines. This consistent return shows they see your product as valuable and that it helps them get stuff done.

Another important note: there’s a reverse relationship between how sticky your SaaS product is and how many people churn. Generally, the stickier you are, the less churn you'll see. When users are consistently engaged and finding value, they're less likely to bail. Plus, sticky products seriously boost your Customer Lifetime Value (CLTV) by keeping people engaged for the long haul. Happy, engaged users are also more likely to upgrade or add features, which pumps up your Monthly Recurring Revenue (MRR).

The standard way to calculate stickiness ratio is with this formula:

So, if a SaaS company has 2,500 daily active users and 50,000 monthly active users, their stickiness rate would be 5% (2,500 / 50,000 * 100). This gives you a clear idea of user engagement. The higher the percentage, the better your users are engaging, and the more they've bought into what you're offering.

Knowing what goes into this is key. Daily Active Users (DAU) are the number of unique people using your product on any given day. Monthly Active Users (MAU) are the number of unique people using your product within a 30-day window. Pro tip: always focus on unique users for both DAU and MAU to keep your numbers real.

Now, in order to get this right, you've first got to nail down what counts as an "active user." This isn't a one-size-fits-all thing. You need to define it based on what makes sense for your specific SaaS product. It could be doing certain actions or using particular features within a set time.

While DAU/MAU is the go-to, don't forget about other metrics that can give you extra insights. Open Rate tells you how many customers set up and used your product in a timeframe, which is great for new products. And if your product isn’t used daily, check out WAU/MAU (Weekly Active Users / Monthly Active Users) and MAU/QAU (Monthly Active Users / Quarterly Active Users) — they might be more relevant.

Figuring out what a “good” stickiness ratio is can be a bit tricky since it can depend on a few things. Generally, the average stickiness ratio for SaaS hovers around 13% to 20%, with 13% being pretty typical. If you’re hitting 20% or higher, you’re in good shape. Anything over 25% is usually considered excellent.

Keep in mind that these numbers can change quite a bit depending on what kind of SaaS product you have and how your business is set up. B2C apps, like social media, often see much higher stickiness than B2B tools. How often your product is meant to be used also plays a big role in what’s considered a solid ratio.

Don’t get too hung up on these numbers, though. A low stickiness rate doesn’t automatically mean you’re doing badly, especially if your product isn’t designed for daily use. Plus, DAU/MAU doesn’t tell you who is consistently engaged.

Churnkey is an all-in-one retention automation platform built specifically to help SaaS companies like yours keep customers around and boost revenue. We put a big focus on tackling churn, which means that Churnkey also plays a big part in making your product stickier.

Churnkey’s got features like:

• Cancel Flows:  Engaging users when they try to cancel to keep them on board.
• Payment Recovery:  Getting back lost revenue from failed payments.
• Reactivations:  Bringing back customers who’ve left.
• Customer Health:  Giving you insights into which customers might be at risk.
• Insights AI:  Giving you insights into which customers might be at risk.
• Customer Timelines:  Showing you the journey of individual customers.

Unlock insights into your SaaS business with Churnkey's Stickiness Ratio Calculator. We can help you hold onto customers, get back lost revenue, and find the insights you need to build a product that users can’t live without. Start optimizing your strategy today with Churnkey’s all-in-one retention platform.