Product Stickiness Calculator

The Product Stickiness Calculator helps you measure how habit-forming your product is by comparing daily active users to monthly active users. Stickiness is the ratio of DAU to MAU shown as a percentage, and it tells you roughly how many days in a typical month an average monthly user actually shows up. You enter your daily active users and your monthly active users, and the tool returns the stickiness percentage along with the implied number of active days per month, based on a thirty day window. Founders, product managers and growth teams use this number to judge whether people are returning to the product often or only dropping in occasionally. A high stickiness ratio usually points to a daily-use product such as a messaging or finance app, while a lower ratio is normal for tools people reach for weekly or monthly. To get a clean reading, make sure your DAU and MAU come from the same definition of an active user and the same date range, because mixing definitions will quietly distort the result. It also helps to track stickiness as a trend rather than a single snapshot, since week to week movement tells you more than one figure ever can. Finally, compare your number against products in the same category rather than chasing a universal target, because a healthy ratio for a banking dashboard looks very different from one for a social feed. Use this calculator to set a baseline, spot when engagement is slipping, and check whether a new feature or onboarding change is genuinely pulling users back more often.

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20.0%
Stickiness (DAU/MAU)
Active days per month6.0 days

Stickiness = DAU / MAU. Active days = stickiness x 30.

How it works

Stickiness is your daily active users divided by your monthly active users, shown as a percentage. Multiplying that ratio by 30 estimates how many days in a month an average user is active. Both inputs should use the same definition of an active user.

Worked example

With 4,000 DAU and 20,000 MAU, stickiness is 4000 divided by 20000, which is 20.0 percent. Multiplying 0.20 by 30 days gives about 6.0 active days per month.

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Frequently asked questions

What is product stickiness?

Stickiness is daily active users divided by monthly active users, shown as a percentage. It estimates how many days in a month an average user is active. A higher ratio means people return more often.

What is a good stickiness ratio?

It depends on the product type. Daily-use apps may sit above 50 percent, while weekly tools often run nearer 10 to 20 percent. Compare against similar products rather than a single target.

How are active days per month worked out?

The tool multiplies the DAU/MAU ratio by 30 days. So a 20 percent ratio implies an average user is active about 6 days a month. It is an estimate based on a 30 day window.