Monthly Active Users (MAUs)

What is Monthly Active Users?

Monthly Active Users (MAUs) tracks the number of unique users who engage with an app or platform within a 30-day window.

How is Monthly Active Users (MAUs) used?

This metric is a critical indicator of the product's value. Unlike simple user counts, MAU reflects ongoing interaction, which is important for gauging longer-term product health. MAUs can signal product adoption, inform retention strategies, and identify spikes or drops in engagement potentially tied to feature releases. It's important for determining monthly customer interactions and is leveraged in cohort analysis to assess user behaviour over time.

How to calculate Monthly Active Users (MAUs)

To calculate MAUs, count the unique users who have engaged with your app or platform within a 30-day period.

Best Practices

Analyse MAU trends alongside acquisition channels, user behaviour analytics, and cohort data. It's important to differentiate between short-term spikes and sustainable growth patterns. Use segmentation to understand different user groups and A/B testing to optimise features influencing MAU.

Common Misconceptions

If viewed in isolation, this metric can present a misleading snapshot of growth and mask underlying retention issues or unsustainable scaling. It's important to consider user acquisition costs, product changes, and customer lifecycle as well.

FAQs

Supported Integrations

Get this metric directly out of one of our supported integrations.

Mixpanel

User analytics platform for tracking user interactions and deriving insights across websites and apps.

Amplitude

Analytics tool for measuring and optimising user experience and engagement in digital products.

Segment

Data integration platform that collects, stores, and routes user data to various analytics tools.

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