Monthly Active Users (MAUs)
Growth
Industry:
Sector Agnostic
Short Definition
Monthly Active Users (MAUs) are defined as the total count of unique users who have interacted with a product or service at least once in a calendar month. This metric is widely used to assess user engagement and the overall health of digital platforms or services.
Short Definition
Monthly Active Users (MAUs) are defined as the total count of unique users who have interacted with a product or service at least once in a calendar month. This metric is widely used to assess user engagement and the overall health of digital platforms or services.
Short Definition
Monthly Active Users (MAUs) are defined as the total count of unique users who have interacted with a product or service at least once in a calendar month. This metric is widely used to assess user engagement and the overall health of digital platforms or services.
Why it matters for Investors
User engagement: Reflects the breadth of monthly interaction, indicating product popularity and retention.
Revenue opportunity: Higher MAUs can signal greater potential for monetization and subscription growth.
Growth monitoring: Trends in MAUs help evaluate the platform’s ability to sustain and expand its user base over time.
Why it matters for Investors
User engagement: Reflects the breadth of monthly interaction, indicating product popularity and retention.
Revenue opportunity: Higher MAUs can signal greater potential for monetization and subscription growth.
Growth monitoring: Trends in MAUs help evaluate the platform’s ability to sustain and expand its user base over time.
Why it matters for Investors
User engagement: Reflects the breadth of monthly interaction, indicating product popularity and retention.
Revenue opportunity: Higher MAUs can signal greater potential for monetization and subscription growth.
Growth monitoring: Trends in MAUs help evaluate the platform’s ability to sustain and expand its user base over time.
Formula
Practical considerations -
Engagement scope: Include only unique users who perform a defined action (e.g., login, purchase, content view) within the month.
Timeframe alignment: Calculate MAUs over a consistent 30-day period (e.g., first to last day of the month, UTC or local time).
Definition clarity: Ensure consistency in defining "interaction" (e.g., active session, specific event) across reports.
Policy clarity: Document how multiple devices, inactive users, or test accounts are handled in the count.
Formula
Practical considerations -
Engagement scope: Include only unique users who perform a defined action (e.g., login, purchase, content view) within the month.
Timeframe alignment: Calculate MAUs over a consistent 30-day period (e.g., first to last day of the month, UTC or local time).
Definition clarity: Ensure consistency in defining "interaction" (e.g., active session, specific event) across reports.
Policy clarity: Document how multiple devices, inactive users, or test accounts are handled in the count.
Formula
Practical considerations -
Engagement scope: Include only unique users who perform a defined action (e.g., login, purchase, content view) within the month.
Timeframe alignment: Calculate MAUs over a consistent 30-day period (e.g., first to last day of the month, UTC or local time).
Definition clarity: Ensure consistency in defining "interaction" (e.g., active session, specific event) across reports.
Policy clarity: Document how multiple devices, inactive users, or test accounts are handled in the count.
Worked Example
Line item | Amount | Notes |
|---|---|---|
Unique Engagements | 15,000 | Users active in a month |
MAUs | 15,000 | Total unique users |
Notes:
Excludes 300 test accounts, per policy.
Counts a user with 10 interactions as 1 MAU.
Worked Example
Line item | Amount | Notes |
|---|---|---|
Unique Engagements | 15,000 | Users active in a month |
MAUs | 15,000 | Total unique users |
Notes:
Excludes 300 test accounts, per policy.
Counts a user with 10 interactions as 1 MAU.
Worked Example
Line item | Amount | Notes |
|---|---|---|
Unique Engagements | 15,000 | Users active in a month |
MAUs | 15,000 | Total unique users |
Notes:
Excludes 300 test accounts, per policy.
Counts a user with 10 interactions as 1 MAU.
Best Practices
Accurate tracking: Use analytics platforms to log unique user activity within the month.
Segmentation: Analyze MAUs by region, device, or user segment to identify trends.
Regular updates: Recalculate monthly to reflect engagement patterns.
Transparency: Disclose MAU calculation methods, including exclusions, in performance reports.
Growth strategy: Use MAU data to refine user acquisition and retention efforts.
Best Practices
Accurate tracking: Use analytics platforms to log unique user activity within the month.
Segmentation: Analyze MAUs by region, device, or user segment to identify trends.
Regular updates: Recalculate monthly to reflect engagement patterns.
Transparency: Disclose MAU calculation methods, including exclusions, in performance reports.
Growth strategy: Use MAU data to refine user acquisition and retention efforts.
Best Practices
Accurate tracking: Use analytics platforms to log unique user activity within the month.
Segmentation: Analyze MAUs by region, device, or user segment to identify trends.
Regular updates: Recalculate monthly to reflect engagement patterns.
Transparency: Disclose MAU calculation methods, including exclusions, in performance reports.
Growth strategy: Use MAU data to refine user acquisition and retention efforts.
FAQs
What is included in MAUs?
The total count of unique users who interact at least once in a calendar month, adjusted per policy.Can MAUs decrease?
Yes, due to reduced engagement, user churn, or seasonal trends.How are multiple interactions handled?
Count as one user per month, per policy.Is it the same as Daily Active Users (DAUs)?
No, MAUs measure monthly engagement, while DAUs measure daily.What if a user is inactive?
Exclude from the count, per policy.
FAQs
What is included in MAUs?
The total count of unique users who interact at least once in a calendar month, adjusted per policy.Can MAUs decrease?
Yes, due to reduced engagement, user churn, or seasonal trends.How are multiple interactions handled?
Count as one user per month, per policy.Is it the same as Daily Active Users (DAUs)?
No, MAUs measure monthly engagement, while DAUs measure daily.What if a user is inactive?
Exclude from the count, per policy.
FAQs
What is included in MAUs?
The total count of unique users who interact at least once in a calendar month, adjusted per policy.Can MAUs decrease?
Yes, due to reduced engagement, user churn, or seasonal trends.How are multiple interactions handled?
Count as one user per month, per policy.Is it the same as Daily Active Users (DAUs)?
No, MAUs measure monthly engagement, while DAUs measure daily.What if a user is inactive?
Exclude from the count, per policy.
Related Metrics
Commonly mistaken for:
Total Users: Includes all registered users, not monthly actives.
Page Views: Measures interactions, not unique users.
Active Sessions: Counts sessions, not unique users per month.
Related Metrics
Commonly mistaken for:
Total Users: Includes all registered users, not monthly actives.
Page Views: Measures interactions, not unique users.
Active Sessions: Counts sessions, not unique users per month.
Related Metrics
Commonly mistaken for:
Total Users: Includes all registered users, not monthly actives.
Page Views: Measures interactions, not unique users.
Active Sessions: Counts sessions, not unique users per month.
Index