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So, to calculate your growth metrics,
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you would actually get the data from your data team.
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So, for daily active users,
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this would be the number of users who were active in the particular 24-hour time window,
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and the particular 24-hour time window is defined by the date you give the data team.
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For monthly active users,
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that would be the number of users who were active within the month-long time window.
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So, let's assume for our mock data we have here,
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we have the daily active users provided based on the last day of each month,
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and the monthly active users is building off of that.
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So, for the whole month,
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give us the number of users who were active.
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I created the bar graphs here to depict the numbers we had up here,
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and you can see that there is a dip in the number of
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active users on October 30th compared to September 30th,
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but it steadily improves after that.
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But the monthly active users count,
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which is the number of users who were active in the last month, were steadily increasing.
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A better interpretation of the DAU and monthly
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active user metric is using the stickiness ratio.
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So, let's go ahead and calculate the stickiness.
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I'm using the formula provided here,
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and I'm using it for all of the months.
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So, this would be daily active users over monthly active users,
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and I have a graph that I will go over in a minute.
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So now, we have the stickiness ratio calculated here.
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A stickiness ratio of one means that every user who visited the website in
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the last month was also active on
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the day on which the daily active user account was generated.
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You can see here that our stickiness ratio range between 0.1 to 0.21.
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This is the proportion of monthly active users who
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came back to your product in that 24-hour or day window.
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So, 0.2 ratio means 20 percent of the month.
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So six days out of the last month,
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the user was back online looking at the website or app.
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If you're ratio is say 0.01,
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that's less than a day,
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and that's a problem scenario.
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So, engagement metrics are useful metrics to gauge how
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often your website is being used and a good guide for your business.
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This line chart is a visualization tool
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business analysts use to show the stickiness ratio.
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It can be used to show email campaigns or
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experiments when your website features were introduced.
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They coincide with high or low stickiness ratio and
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can help guide future plans to introduce or revisit specific effort.
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