Monthly Active Users

Monthly Active Users (MAU) measures the number of unique users engaging with an app over a 30-day period.

Why it matters

Indicates user engagement and app popularity.
Helps in assessing growth and retention strategies.

How to measure

Count unique users over a 30-day window.
Commonly tracked monthly.

Details

MAU is a crucial metric for understanding user engagement and retention in mobile applications. It provides insights into how many users find value in your app over time. By tracking MAU, mobile engineers and growth teams can identify trends in user behavior, optimize user experience, and make informed decisions on marketing strategies. For mobile apps, maintaining a high MAU is often a sign of a healthy user base and can be a key performance indicator for success.

To effectively track MAU, it's important to define what constitutes an 'active' user. This could include actions such as logging in, making a purchase, or engaging with content. Consistent monitoring and analysis of MAU can help teams understand the impact of updates, marketing campaigns, and other changes on user engagement.

Examples & formulas

A simple formula for calculating MAU is: Count of unique users who performed a predefined action within the last 30 days.

Common mistakes

Confusing MAU with DAU; ensure you track both for comprehensive insights.
Failing to define 'active user' clearly; ensure criteria are consistent.