Understanding, measuring, and improving your Monthly Active Users (MAU) - a key metric for tracking user engagement and app growth.
Monthly Active User (MAU) is a key performance metric used to measure the number of unique users who interact with a website, mobile app, or platform at least once within a 30-day period. A user is typically considered "active" if they perform a meaningful action such as opening the app, logging in, browsing content, or completing an in-app event.
MAU is one of the most commonly used metrics in mobile apps, SaaS products, and online platforms because it provides a high-level view of user engagement and overall product health.
MAU helps developers, marketers, and product managers understand how many users consistently return to their app or service over time. A growing MAU indicates increasing popularity, strong user retention, and effective marketing strategies. A declining MAU may signal problems with user experience or competition.
While DAU measures daily user engagement, MAU provides a broader view over a longer timeframe. The DAU/MAU ratio evaluates how "sticky" an app is. A higher ratio means users return more frequently, indicating strong engagement and retention.
MAU is calculated by counting the total number of unique users who perform at least one qualifying action within a 30-day window. Each user is counted only once, regardless of how many times they visit during that period. Example: If 50,000 unique users interact with an app during a month, the MAU is 50,000.
Improving MAU involves increasing both user acquisition and user retention. Some common strategies include:
• Improving onboarding experience
• Sending personalized push notifications
• Regularly releasing new features or content
• Optimizing app performance and stability
• Offering incentives, rewards, or promotions
MAU plays a critical role in monetization strategies. A higher MAU increases potential revenue from in-app purchases, subscriptions, and advertising. Advertisers and partners often evaluate MAU when deciding whether to work with an app, as it reflects the app's reach and active user base.
Dive deeper into mobile advertising, user engagement metrics, and industry best practices. Our comprehensive knowledge base contains valuable resources to help you optimize your apps and maximize user retention.
Explore Knowledge Base