Stickiness is a measurement (daily active users divided by monthly active users) that indicates whether users keep coming back and relevance in users’ lives.


Stickiness in marketing, in general, refers to how memorable something is—how well a brand or concept “sticks” in the mind of consumers.

For mobile apps, it’s a metric directly related to DAU (daily active users) and MAU (monthly active users). Stickiness can be calculated by dividing the daily active users by monthly active users. This gives you the percentage of your monthly users who are coming back (the higher, the better).

What excites people enough to stick around and keep coming back? Careful attention to user experience and always ensuring that you’re providing value should increase your stickiness over time.

“When we started using strategic push notifications to bring users back to our app, our stickiness metric increased.”