Monthly Active Users (MAUs) tracks the number of unique users who engage with an app or platform within a 30-day window.
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.
Count Unique Users Over Past Month
To calculate MAUs, count the unique users who have engaged with your app or platform within a 30-day period.
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.
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.