[GA4] User stickiness

User stickiness compares engagement by active users over a narrower time frame with their engagement over a broader time frame. The ratios can help you understand how well you retain users over time — higher ratios suggest good engagement and user retention.

Google Analytics calculates the following ratios automatically:

  • Daily Active Users (DAU) / Monthly Active Users (MAU)
  • Daily Active Users (DAU) / Weekly Active Users (WAU)
  • Weekly Active Users (WAU) / Monthly Active Users (MAU)

The ratios consist of the following values:

  • Daily Active Users (DAU): the number of active users in the last 24 hours
  • Weekly Active Users (WAU): the number of active users in the last 7 days
  • Monthly Active Users (MAU): the number of active users in the last 30 days

For example, the ratio "DAU / MAU" shows the percentage of users who engaged with your website or app in the last 24 hours compared to those who engaged in the last 30 days. If users engaged with your website or app daily, the ratio will be 100%. If some users engaged with your site or app in the past month, but didn't visit in the past day, the ratio will be less than 100%.

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