Engagement Metrics for SaaS
Key engagement metrics to track: DAU, MAU, stickiness, and session analytics.
Why Engagement Metrics Matter
Engagement predicts retention and expansion. Users who use the product regularly are more likely to renew and upgrade; drops in engagement often precede churn.
DAU and MAU
DAU (Daily Active Users) is the count of unique users who were active on a given day. MAU (Monthly Active Users) is the same over a month. Track both to see reach and consistency. For B2B, consider account-level active users (e.g. “active accounts” per day/month).
Stickiness
Stickiness = DAU / MAU. It measures how often users come back within the month. A high ratio means users use the product frequently; a low ratio means many users are one-off or light. Improving stickiness usually improves retention.
Session and Depth Metrics
Track sessions per user, session duration, and events or actions per session. Declining session depth or frequency is an early churn signal. Segment by cohort or plan to see which segments engage most.
Feature-Level Engagement
Measure adoption and usage of key features (e.g. “% of MAU that used feature X”). Low adoption of core features suggests onboarding or fit issues; high adoption of expansion-related features can guide upsell targeting.