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App Stickiness
from Activation
Metrics type
Units of measure
Percent / Ratio
More - better
Check frequency
A ratio indicating how well an app retains users, expressed as the proportion of DAU to MAU (Daily Active Users to Monthly Active Users).
Why it is important
A higher stickiness ratio (DAU to MAU) indicates a more engaged user base, while a lower ratio may signal potential challenges in retaining users.

This metric helps businesses assess the effectiveness of their app's features, content, and overall user experience, guiding decision-making related to user retention strategies, app updates, and marketing efforts to foster long-term user loyalty.
(DAU / MAU) * 100
Calculation example
If you have a stickiness rate of 50 percent, for example, that shows your users come back on 15 out of 30 days each month.
Affected metrics
Affecting metrics
Connecting metrics
DAU (Daily Active Users)
MAU (Monthly Active Users)

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Suggested slices for dashboards
by Feature Usage
by Ad Platforms
by Campaign or Ad Group
by Seasonal or Event-Based Trends
The revenue impact pathway
Available in JetMetrics Lite only
Questions to be Answered
1. How does the App Stickiness ratio vary between different user segments, and what strategies can be implemented to improve stickiness for specific segments?
2. Are there specific app features or functionalities that contribute more to or detract from the overall App Stickiness ratio?
3. What role do onboarding processes and tutorials play in influencing App Stickiness, and how can these be optimized for better user retention?
4. How does the App Stickiness ratio change during major app updates or redesigns, and what factors contribute to these changes?
5. Can you identify any correlation between the App Stickiness ratio and user demographics, such as age, location, or device type?
6. How do external factors, such as industry trends or changes in user behavior, impact the App Stickiness ratio, and how can the app adapt accordingly?
7. What strategies can be employed to enhance App Stickiness during specific seasons or events, and how does user engagement contribute to stickiness?
Possible causes of worsening
Tactics to improve this metric
Explore in JetMetrics Lite or Ask professionals in the Community
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