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.
Measured as
MAU = unique active users in a month
Misused when
- Mixing rolling 30-day MAU with calendar-month MAU in trends.
- Using a low-quality 'active' definition that overcounts accidental users.
Operator takeaway
- Use a consistent window (calendar month vs rolling 30 days).
- Pair with DAU/WAU to measure usage frequency, not just reach.
- Keep MAU (Monthly Active Users) consistent by cohort, segment, and period before you use it as a decision signal in planning or reporting.
- Interpret the metric alongside retention, margin, or payback so one ratio does not hide the real operating trade-off.
Next decision
- Quantify the impact with DAU/MAU (Stickiness) Calculator if you need to turn the definition into an operating assumption.
- Read DAU/MAU stickiness: formula, benchmarks, and when the ratio misleads if the decision depends on interpretation, policy, or trade-offs beyond the raw formula.
Where to use this on MetricKit
Calculators
- DAU/MAU (Stickiness) Calculator: Compute DAU/MAU stickiness and translate it into implied active days per month.
- WAU/MAU Calculator: Compute WAU/MAU and translate it into implied active weeks per month.
Guides
- DAU/MAU stickiness: formula, benchmarks, and when the ratio misleads: Use DAU/MAU to understand product stickiness, define active users consistently, and judge when WAU/MAU is a better fit. Includes formula, interpretation, and common mistakes.
- WAU/MAU: a weekly stickiness metric for B2B and weekly workflows: WAU/MAU explained: when to use it instead of DAU/MAU, how to calculate it correctly, and how to interpret it.
- PLG metrics hub: activation, trial conversion, stickiness, and adoption: A practical hub for product-led growth metrics: activation rate, trial-to-paid, DAU/MAU and WAU/MAU stickiness, feature adoption, and PQL-to-paid conversion.