Monthly Active Users (MAU)

How MAU is calculated

Formula: Count of unique users who interacted with an application in a month

Unique users are typically identified by username, email address, or user ID. Both paying and non-paying users count, including those on free trials.

Example: An application has 200 registered users. In March, 100 unique users log in and take at least one action. MAU for March is 100, meaning 50% of the user base was active that month.

Why MAU matters

MAU is one of the clearest signals of product stickiness. When users return month after month, it confirms the product is delivering ongoing value. When MAU declines, it often signals that users are disengaging before they churn.

Product, customer success, and growth teams use MAU to:

• Spot early churn risk: Declining MAU among a cohort often precedes cancellation. Catching this early allows for proactive outreach.
• Identify high-value features: Features used consistently by active users are candidates for investment and promotion.
• Measure growth quality: Rising MAU alongside stable or improving retention indicates healthy, sustainable growth.

MAU vs. DAU and WAU

MAU is one metric in a family of active user measurements. Choosing the right frequency depends on how often users are expected to engage with the product.

The DAU/MAU ratio, sometimes called the "stickiness ratio," measures how many monthly users return on a daily basis. A ratio of 20% or higher is generally considered strong for consumer apps, though this varies by product category.

MAU vs. monthly active accounts

For most SaaS products, a single account includes multiple users. Tracking MAU and monthly active accounts together gives a more complete picture of engagement.

• Monthly active accounts show which organizations are using the product
• MAU shows how many individuals within those organizations are engaged

A high account-level activity rate combined with low MAU may indicate that usage is concentrated in a small number of power users, leaving the broader team disengaged. This is a meaningful retention risk, especially at renewal time.

What counts as "active"

The definition of an active user varies by product and team. A login event is the most common threshold, but it may not reflect meaningful engagement.

Consider defining activity based on actions that signal value delivery:

• Completing a core workflow
• Viewing or generating a report
• Collaborating with another user
• Reaching a key feature milestone

A more intentional definition makes MAU a more useful leading indicator of retention and expansion.

Limitations of MAU

MAU is a broad measure. On its own, it does not reveal:

• Depth of engagement: A user who logs in once counts the same as one who completes dozens of actions
• Feature adoption: High MAU does not confirm users are accessing the features that drive long-term value
• Quality of activity: Some active users may be troubleshooting issues rather than deriving value

Pair MAU with feature adoption rates, session depth, and Net Promoter Score to build a more complete view of engagement health.