> ## 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), PostHog > Stickiness (DAU/MAU) for PostHog stores. Tracked live in Vortex IQ Nerve Centre. How to read it, why it matters, and how to act on it. **Card class:** [Non-Hero](/nerve-centre/overview#card-classes-explained) • **Category:** [Analytics](/nerve-centre/connectors#connectors-by-type) ## At a glance > **Stickiness (DAU/MAU)** is a retention gauge tracked from PostHog data. It divides daily active users by monthly active users to show how many days, on average, a monthly user shows up. A stickiness of 30% means the typical monthly user visits about 9 days out of 30. It is a single, elegant read on habit: high stickiness means your store is part of customers' routine, low stickiness means they come, buy once, and drift away. | | | | --------------------- | ------------------------------------------------------------------------------------------------------------------------------------------------------------------ | | **What it counts** | Daily active users as a percentage of monthly active users. | | **Sample type** | Backend API data from PostHog active-user insights, combined into the DAU/MAU ratio on the standard data refresh. | | **Why it matters** | Stickiness captures habit in one number. It is the bridge between raw audience size and genuine, repeat engagement, and it forecasts retention and lifetime value. | | **Reading the value** | Read the gauge band. Below 20% signals weak habit; the audience is broad but shallow. | | **Currency** | percent | | **Time window** | `30D vsP` | | **Alert trigger** | `<20%` | | **Sentiment key** | `ph_stickiness` | | **Roles** | owner, marketing | ## Calculation Calculated automatically from your PostHog data. 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 PostHog.* Suppose DAU averages 9,400 and MAU is 142,000, giving stickiness of about 7%, which is normal for a transactional store where people buy occasionally. A subscription or replenishment brand might run far higher. After a loyalty programme on 01 Apr 26, stickiness rising from 7% to 11% means monthly users are returning more often. If it slipped below the 20% baseline you set for a high-frequency store, the alert would warn that habit is weakening. Cross-reference DAU, MAU, and D30 Retention for context. For deeper investigation, use Vortex Mind to trace upstream causes; for natural-language exploration, ask Ask Viq. ## Sibling cards merchants should reference together | Card | Why merchants reach for it | | ------------------------------------------------------------------------------- | ---------------------------------------- | | [`ph_dau`](/nerve-centre/kpi-cards/posthog/daily-active-users) | Executive sibling: the numerator. | | [`ph_mau`](/nerve-centre/kpi-cards/posthog/monthly-active-users) | Executive sibling: the denominator. | | [`ph_retention_d30`](/nerve-centre/kpi-cards/posthog/d30-retention) | Retention sibling: 30-day return rate. | | [`ph_retention_d7`](/nerve-centre/kpi-cards/posthog/d7-retention) | Retention sibling: 7-day return rate. | | [`ph_new_vs_returning`](/nerve-centre/kpi-cards/posthog/new-vs-returning-users) | Retention sibling: new-to-returning mix. | ## Reconciling against the vendor's own dashboard **Where to look in PostHog's own dashboard:** PostHog offers a stickiness insight directly, and the DAU/MAU ratio can also be derived from its active-user trends. Open the stickiness insight and align the window and filters with the Vortex IQ profile. The same identity-stitching effects that touch DAU and MAU flow through to this ratio. **Why the Vortex IQ value may legitimately differ:** | Reason | Direction | What to do | | ------------------------------------------------------------------------------------------------ | --------- | ---------------------------------- | | **Window definition.** DAU and MAU windows must match for the ratio to be comparable. | Variable | Confirm both windows. | | **Identity stitching.** Merges adjust DAU and MAU, shifting the ratio. | Variable | Allow for retroactive merges. | | **Active definition.** What counts as "active" (any event vs a specific one) changes both terms. | Variable | Match the active-event definition. | **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). For real-time signals, force a manual refresh from the dashboard. **Q: What is a good stickiness number?** It depends entirely on your category. A daily-use app aims high, while a considered-purchase store is naturally low because people do not shop every day. Compare against your own trend, not a universal benchmark. **Q: Why is my stickiness so low?** Transactional stores see most customers once or twice a month, which keeps DAU small relative to MAU. That is expected. Watch for a falling trend rather than a low absolute level. **Q: Can I customise the alert threshold?** Yes, sensitivity thresholds are configurable per profile in the Sensitivity tab. Adjust to match your business baseline rather than relying on the generic default. *** ### Tracked live in Vortex IQ Nerve Centre *Stickiness (DAU/MAU)* is one of hundreds of KPI pulses Vortex IQ tracks across PostHog 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.