Product metrics and goals
Stickiness (DAU ÷ MAU)
Also called DAU/MAU ratio
How often monthly users come back: daily active users as a share of monthly active users. Higher means the product is a habit.
How it's worked out
Average daily active users ÷ monthly active users × 100
A DAU/MAU of 20% means the average monthly user shows up about six days a month. Around 20% is good for an everyday product, and above 50% is rare.
It only makes sense for products meant to be used often. For something used monthly by design, compare weekly or monthly actives instead.
In practice
18,000 daily users and 90,000 monthly users give a stickiness of 20%.
Common mistake
Judging a product people need occasionally, like tax software, by daily use. Low stickiness there isn't a problem.