Sticky factor

Sticky Factor (also Stickiness Factor ) is an advertising metric used in Internet marketing that shows the degree of loyalty and involvement of the audience. It is the ratio of the average number of unique users during the day to the number of unique users during the week or month.

Content

Scope

Sticky Factor shows the attractiveness of the project in terms of monetization - the higher the involvement of users, the higher the users' loyalty to it ^[1] . In addition, Sticky Factor is one of the ranking factors in the Apple App Store and Google Play app stores .

Calculation Formula

${\text{Sticky Factor (за неделю)}}={\frac {\text{DAU}}{\text{WAU}}}*100\%$ ${\ displaystyle {\ text {Sticky Factor (per week)}} = {\ frac {\ text {DAU}} {\ text {WAU}}} * 100 \%}$

${\text{Sticky Factor (за месяц)}}={\frac {\text{DAU}}{\text{MAU}}}*100\%$ ${\ displaystyle {\ text {Sticky Factor (for a month)}} = {\ frac {\ text {DAU}} {\ text {MAU}}} * 100 \%}$

where DAU (Daily Active Users) is the average number of unique daily users, WAU (Weekly Active Users) and MAU (Monthly Active Users) is the average number of unique users per week and month, respectively.

Calculation Example

Let's say that the MAU mobile app for the month was 1000, and the DAU was 200. The Sticky Factor indicator will be calculated as follows:

Sticky Factor = (200 ÷ 1 000) * 100% = 20%

Normal ^{[by whom?} ^] is considered the sticky factor of about 18%.

Notes

↑ Stickiness and the Monetization of Apps (English) (inaccessible link) . Archived April 28, 2017.

[1] Stickiness and the Monetization of Apps (English) (inaccessible link) . Archived April 28, 2017.