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So, to calculate your growth metrics,

you would actually get the data from your data team.

So, for daily active users,

this would be the number of users who were active in the particular 24-hour time window,

and the particular 24-hour time window is defined by the date you give the data team.

For monthly active users,

that would be the number of users who were active within the month-long time window.

So, let's assume for our mock data we have here,

we have the daily active users provided based on the last day of each month,

and the monthly active users is building off of that.

So, for the whole month,

give us the number of users who were active.

I created the bar graphs here to depict the numbers we had up here,

and you can see that there is a dip in the number of

active users on October 30th compared to September 30th,

but it steadily improves after that.

But the monthly active users count,

which is the number of users who were active in the last month, were steadily increasing.

A better interpretation of the DAU and monthly

active user metric is using the stickiness ratio.

So, let's go ahead and calculate the stickiness.

I'm using the formula provided here,

and I'm using it for all of the months.

So, this would be daily active users over monthly active users,

and I have a graph that I will go over in a minute.

So now, we have the stickiness ratio calculated here.

A stickiness ratio of one means that every user who visited the website in

the last month was also active on

the day on which the daily active user account was generated.

You can see here that our stickiness ratio range between 0.1 to 0.21.

This is the proportion of monthly active users who

came back to your product in that 24-hour or day window.

So, 0.2 ratio means 20 percent of the month.

So six days out of the last month,

the user was back online looking at the website or app.

If you're ratio is say 0.01,

that's less than a day,

and that's a problem scenario.

So, engagement metrics are useful metrics to gauge how

often your website is being used and a good guide for your business.

This line chart is a visualization tool

business analysts use to show the stickiness ratio.

It can be used to show email campaigns or

experiments when your website features were introduced.

They coincide with high or low stickiness ratio and

can help guide future plans to introduce or revisit specific effort.