1. Product Stickiness


Understand product stickiness by calculating how frequently customers are active on your site or product

Business Question: How can I understand how engaged users are with my products?
KPI: Daily Active Users (DAU) over Monthly Active Users (MAU)
Indicative Tool: Segmentation
Bookmark: Behavioral Analytics 101: Calculating Your Product's Stickiness

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    • In the Segmentation tool, start by dragging in an event that represents a customer using your site or product. In this case, let's use Site Visit.
    • In the query builder, click on Total count of and change this to Users who performed in the drop-down. The timeframe should be set to Yesterday, which means you are now viewing all unique users who logged in during the last full calendar day.
    • Next, turn this set of users into a User Segment by clicking on any point on the graph. You will see a drop-down menu where you will select Create User Segment. Label this segment Users Active Yesterday, and make the category Active Users. This is your DAU.
    • Be sure to select Dynamic: Update the users in the in this segment every day so that your segment will be updated daily.
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    • Now, click the three stacked dots on the right side of the query row, and click Duplicate Row. You will use a similar formula to create the next part of our equation: Users Active in the Last 30 Days (MAU).
    • Drag in your segment called Users Active Yesterday into the Where section of the first row of your query. This will limit the query to the users active in this timeframe.
    • On the upper-lefthand corner of the graph, click the calendar icon, and change the time frame to Last 30 Days.
    • On the bottom right of each query row you can name the query. The first row should be names Active Users Yesterday, and the second, Active Users Last 30 Days.
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    • Now for the fun part. Click the calculator icon in the upper right corner of the graph in the gray toolbar. Drag in Active Users Yesterday (DAU) into the numerator, and Active Users Last 30 Days (MAU) into the denominator. Make sure you change the division sign into a percentage sign. Then, press calculate.
    • Finally, change the time interval to Full Range, and choose the Table format. You will see your DAU, MAU, and the DAU:MAU Ratio!
    • Be sure to click Save to Dashboard in the top right of your screen, so you can reference fresh numbers at a glance at any time.
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