Site ‘Stickiness’
- DAU - ‘Daily Active Users’
- WAU - ‘Weekly Active Users’
- MAU - ‘Monthly Active Users’
By determining the ratio of one of the above with another, an analyst can determine user ‘Stickiness’ (i.e: of the customers who create user sessions daily, who comes back on a monthly basis?)
- Measuring site ‘stickiness’ can help determine CLV (Customer Lifetime Value)
Common ratios
When you look at the DAU/MAU ratio, popularized by platforms such as Facebook, you see the number of monthly customers who interact with your product or service in a single-day window
DAU/MAU ⇒ the number of monthly customers that interact with the business within a single-day window (no other interactions outside of a 24h scope)
What is a qualified session?
The Event trigger that causes impact upon DAU/WAU/MAU metrics should be meaningful to the business aims, i.e:
- For a Personal trainer, it may be people opening up the pricing page (contemplation stage traffic)
- For an E-Commerce business, it may somebody opening up a Product Detail Page (PDP) to see what’s inside
source: BernardMarr
Each timespan metric can be compared with another to determine User ‘stickiness’