Definition
A metric that reflects how frequently users return to the app, typically measured using the DAU/MAU ratio. High stickiness suggests strong engagement habits, and it's a leading indicator of retention and long-term subscription health.
Stickiness = DAU / MAU. A ratio of 0.50 means users engage ~15 days/month. A ratio of 0.20 means ~6 days/month.
Depends on category: social (0.40-0.60), health/fitness (0.20-0.35), productivity (0.15-0.30), education (0.15-0.25). Do not benchmark against different categories. Track your own trend.
Create daily use cases: streaks, daily content, reminders at habitual times, social features, and widgets. Make core actions achievable in 2-5 minutes so users can engage daily without major time commitment.
Yes. Retention measures whether users come back at all (binary). Stickiness measures how often they come back (frequency). A user who opens the app once in 30 days counts as retained but has very low stickiness. High stickiness = high retention, but the reverse is not always true.
A development and testing environment provided by Apple or Google that simulates subscription flows without using real money. It's used to QA paywalls, trial logic, entitlement management, and billing error handling.
A defined subset of your user base, grouped by shared characteristics like geography, behavior, subscription status, or device type. Segmentation is essential for targeted messaging, pricing strategies, and paywall experiments.
Real-time updates sent from app stores (Apple or Google) to your backend systems when subscription events occur. These could be renewals, cancellations, refunds, or billing issues. These are for maintaining accurate entitlements and powering real-time lifecycle messaging.
The measurement of user sessions - including frequency, length, and recency of visits. Session data informs engagement metrics, triggers re-engagement campaigns, and identifies power users or at-risk churn cohorts.
A monetization model where users are given limited access to premium features or content before being asked to subscribe. This try-before-you-buy approach helps build trust and improve conversion by demonstrating value early.
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