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SaaS Metrics

MAU (Monthly Active Users)

MAU counts unique active users over a month (or rolling 30 days). It measures reach and is often paired with DAU/WAU to measure frequency (stickiness).

Updated 2026-01-23

Definition

MAU counts unique active users over a month (or rolling 30 days). It measures reach and is often paired with DAU/WAU to measure frequency (stickiness).

Formula

MAU = unique active users in a month

How to use it

  • Use a consistent window (calendar month vs rolling 30 days).
  • Pair with DAU/WAU to measure usage frequency, not just reach.

Common mistakes

  • Mixing rolling 30-day MAU with calendar-month MAU in trends.
  • Using a low-quality 'active' definition that overcounts accidental users.

Why this matters

This term matters because small changes compound in SaaS metrics. Use consistent definitions by cohort and segment so you can diagnose retention, payback, and growth quality.

Practical checklist

  • Write a 1-line definition for "MAU (Monthly Active Users)" that your team will use consistently.
  • Keep the time window consistent (weekly/monthly/quarterly) when comparing trends.
  • Segment results (channel/plan/cohort) before drawing big conclusions from blended averages.
  • Use a calculator that references this term (e.g., DAU/MAU (Stickiness) Calculator) to sanity-check assumptions.
  • Read the related guide (e.g., DAU/MAU (stickiness): definition, how to calculate, and benchmarks) for context and common pitfalls.

Where to use this on MetricKit

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