Also called: Monthly Active Users
TL;DR
Monthly Active Users, the count of unique users who took a meaningful action in the product within a given month.
MAU counts unique users active in a 28- or 30-day window. It's the headline engagement metric for most consumer and B2B products, a smoothed view of whether the user base is growing, plateauing, or contracting.
MAU is most informative when paired with DAU (to compute stickiness) and with cohort retention (to separate acquisition growth from retention quality). MAU growing while DAU/MAU is flat usually means acquisition is masking weak engagement.
A fintech app reports 2.4M MAU in Q3, of which 1.6M used a 'core' feature (transfer, deposit, payment) at least once. Outside investors should always ask which definition of MAU is being used.
MAU shows up on the Engagement slide. The strongest decks pair it with DAU/MAU and cohort retention.
Daily Active Users, the count of unique users who took a meaningful action in the product on a given day.
The ratio of daily to monthly active users, a measure of how many days per month the average user shows up.
A qualitative term for how habitual a product is, often quantified as the DAU/MAU ratio or session frequency.
Grouping users by sign-up period and tracking each group's behavior over time to spot trends invisible in aggregate metrics.
A chart showing what fraction of a cohort is still active week-by-week or month-by-month after sign-up.
Long-form deep dives on the slides MAU most often shows up on.
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