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.
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
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:
Cross-connector reconciliation: complement with sibling cards in the same category for the full diagnostic picture. For divergence investigations, use Vortex Mind.