Stickiness is a metric which indicates how engaging a product or service is.
In the digital context, it measures the likelihood of a user returning to an application or website after their first visit. A high stickiness indicates that users find continuous value and are regularly engaged.
Stickiness is calculated as DAU/MAU.
So, if a whatsapp group has a DAU of 20 members and a MAU of 20 members, it has a stickiness of 1, which means that it has a maximum of engagement possible: all members were active every day of the month.
If this same group has a DAU of 2 and a MAU of 20, it has a stickiness of 0.1. This means that the engagement daily is not so much, given the number of monthly active members.
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