DAU / MAU

DAU counts daily actives, MAU monthly; DAU/MAU (stickiness) approximates how many days per month the average active shows up.

Gambling’s version

Sports betting breathes with the calendar (event-day DAU spikes, off-season troughs) while casino runs steadier — product-mix shifts show up in stickiness before they show in revenue. Cohort-split DAU/MAU separates habitual engagement from bonus-driven visitation. RG note, as ever: maximum stickiness is not the unambiguous win it is in other apps; monitoring frameworks read the same engagement curves for harm markers.