Stickiness (DAU/MAU)
Stickiness is how often your monthly users come back: daily active users divided by monthly active users.
Also called DAU/MAU, DAU to MAU ratio.
In plain words
The average person uses Fern about 5 days a month.
How Apparent would say it about Fern, an example app in the live demo.
How it's worked out
Daily active users ÷ monthly active users. 3,912 ÷ 21,480 = 18%, which is roughly 5.5 days out of 30.
Good to know
A ratio of 18% sounds abstract. Multiply it by 30 and it becomes something you can picture: the average monthly user opens the app on about five or six days.
High stickiness suits apps meant for daily use, like messaging, habits or language learning. A travel or tax app can be very useful and still have low stickiness, because people need it rarely.
Watch it move rather than chasing a target. If it climbs after a release, the release gave people a reason to come back.
Where the number comes from
Worked out from your app's own events.