# User stickiness

How regularly people return to a product; often summarized by a ratio such as DAU divided by MAU.

How regularly people return to a product; often summarized by a ratio such as DAU divided by MAU.

## An example

An app with 1,000 DAU and 5,000 MAU reports a DAU-to-MAU ratio of 20%.

## Why it matters

The ratio needs aligned definitions and periods. A weekly-use product may not need daily use to deliver value.


## Related terms
- [Active user](https://jolts.xyz/resources/glossary/active-user)
- [Cohort](https://jolts.xyz/resources/glossary/cohort)
- [Lifetime value (LTV)](https://jolts.xyz/resources/glossary/lifetime-value)
- [Retention rate](https://jolts.xyz/resources/glossary/retention-rate)

## Next step

[Explore advertising](https://jolts.xyz/advertisers) or [monetize your AI app](https://jolts.xyz/publishers).