> ## Documentation Index > Fetch the complete documentation index at: https://docs.vortexiq.ai/llms.txt > Use this file to discover all available pages before exploring further. # Stickiness (DAU/MAU), Amplitude > Stickiness (DAU/MAU) for Amplitude stores. Tracked live in Vortex IQ Nerve Centre. How to read it, why it matters, and how to act on it. **Card class:** [Hero](/nerve-centre/overview#card-classes-explained) • **Category:** [Analytics](/nerve-centre/connectors#connectors-by-type) ## At a glance > **Stickiness (DAU/MAU)** is daily active users divided by monthly active users, expressed as a percentage, and it is one of Amplitude's signature product-analytics metrics. It answers a question raw counts cannot: of the people who use your store in a month, what share come back on any given day? A high ratio means your audience is habitual and returns often; a low ratio means people visit occasionally and rarely form a daily habit. For ecommerce it is a strong leading indicator of loyalty and repeat-purchase potential. | | | | --------------------- | -------------------------------------------------------------------------------------------------------------------------------------------------------------------------------- | | **What it counts** | Daily active users as a percentage of monthly active users, the share of the monthly audience that is active on a typical day. | | **Sample type** | Backend API data from Amplitude, refreshed on the standard data refresh. | | **Why it matters** | Stickiness is the clearest single read on habit and loyalty. A rising ratio signals a more committed audience; a falling one warns that users are drifting to occasional visits. | | **Reading the value** | Compare the current 30-day window against the prior period. Higher is stickier. A value below the alert threshold means the monthly audience rarely returns daily. | | **Currency** | percent | | **Time window** | `30D vsP` | | **Alert trigger** | `<20%` | | **Sentiment key** | `amp_stickiness_dau_mau` | | **Roles** | owner, marketing | ## Calculation Stickiness divides daily active users by monthly active users and expresses the result as a percentage, so a value of 25% means a quarter of the monthly audience is typically active on any given day. Both inputs are unique-user counts from Amplitude, deduplicated on user identity, which keeps the ratio honest across multi-session visitors. Vortex IQ reads the components from the Amplitude integration and compares the ratio against the equivalent prior period. See the At a glance summary above for what the metric tracks and the worked example below for a typical reading. ## Worked example *A representative reading of **Stickiness (DAU/MAU)** for a typical merchant on Amplitude.* Suppose the gauge shows 28% for the current 30-day window against a prior-period baseline of roughly 26%, a healthy and rising read that suggests more of the monthly audience is returning daily, often after a loyalty or replenishment push. Now picture a different month where the ratio slips to 18%, below the 20% alert. Monthly active users may even be growing, but the daily share is thinning, the signature of a store that is acquiring occasional shoppers without converting them into habitual ones. Vortex Mind cross-references whether the decline aligns with a fall in D7 retention or a shift toward one-time campaign traffic, and Ask Viq lets you ask, in plain English, "is my stickiness falling because retention dropped or because monthly reach grew faster than daily" and get the answer without building a ratio chart by hand. ## Sibling cards merchants should reference together | Card | Why merchants reach for it | | ------------------------------------------------------------------------------- | ------------------------------------------------------------------------------------ | | [`amp_dau`](/nerve-centre/kpi-cards/amplitude/daily-active-users) | Daily Active Users is the numerator; a daily-reach change moves stickiness directly. | | [`amp_wau`](/nerve-centre/kpi-cards/amplitude/weekly-active-users) | Weekly Active Users sits between the daily and monthly bases that frame this ratio. | | [`amp_retention_d7`](/nerve-centre/kpi-cards/amplitude/d7-retention) | D7 Retention is the habit signal that usually drives stickiness up or down. | | [`amp_retention_curve`](/nerve-centre/kpi-cards/amplitude/retention-curve-nday) | Retention Curve shows the full return pattern behind the stickiness number. | | [`amp_events_per_user`](/nerve-centre/kpi-cards/amplitude/avg-events-per-user) | Avg Events per User pairs how often users return with how much they do each visit. | ## Reconciling against Amplitude **Where to look in Amplitude's own dashboard:** Amplitude exposes stickiness directly in its Stickiness report and within Active Users charts that offer a DAU/MAU view. Open the Stickiness report, confirm the rolling-window definition, and check any saved segments. You can also reconstruct the ratio by dividing a daily uniques chart by a monthly uniques chart over the same range in Event Segmentation. Match Amplitude's identity resolution and window settings to the Vortex IQ profile. **Why the Vortex IQ value may legitimately differ:** | Reason | Direction | What to do | | ------------------------------------------------------------------------------------------------------------------------------------------------------------ | --------- | --------------------------------------------------- | | **Period boundary.** Vortex IQ uses a 30-day rolling window for the monthly base; Amplitude may anchor the month to calendar boundaries. | Variable | Match the window definition for both DAU and MAU. | | **Time zone.** Amplitude buckets activity by the project time zone; Vortex IQ aligns to the merchant reporting time zone. | Marginal | Confirm both use the same time zone. | | **Filter or segment scope.** Profile-level filters (platform, test users, internal traffic) narrow the Vortex IQ view versus an all-events Amplitude report. | Variable | Align the segment and event filters on both inputs. | **Cross-connector reconciliation:** complement with sibling cards in the same category for the full diagnostic picture. For divergence investigations, use Vortex Mind. ## Known limitations / merchant FAQs **Q: How often does Stickiness (DAU/MAU) update?** The card refreshes on the standard data refresh (typically every 30-60 minutes for live integrations). Because the monthly base moves slowly, the ratio tends to drift rather than jump day to day. **Q: Why does my Amplitude dashboard show a different number?** Stickiness depends heavily on how the daily and monthly windows are defined. Differences usually come from window boundaries (30-day rolling vs calendar month), time-zone alignment, and segment scope. Match these on both the DAU and MAU inputs before assuming a real divergence. **Q: How does Stickiness (DAU/MAU) relate to other engagement metrics?** Stickiness is a ratio of two active-user cards and is closely tied to retention. Read it alongside Daily and Weekly Active Users to see the reach side, and alongside D7 Retention and the Retention Curve to understand the habit driving it. **Q: Can I customise the alert threshold?** Yes, sensitivity thresholds are configurable per profile in the Sensitivity tab. The default alerts when stickiness falls below 20%; tune it to the habit baseline normal for your category, since a daily-use product and an occasional-purchase store sit at very different levels. *** ### Tracked live in Vortex IQ Nerve Centre *Stickiness (DAU/MAU)* is one of hundreds of KPI pulses Vortex IQ tracks across Amplitude and 70+ other ecommerce connectors. Nerve Centre runs the detection layer; Vortex Mind investigates the cause when something moves; Ask Viq lets you interrogate any number in plain English. [Start for free](https://app.vortexiq.ai/login) or [book a demo](https://www.vortexiq.ai/contact-us) to see this metric running on your own data.