Definition
Monthly Active Users (MAU)
Monthly Active Users (MAU) counts unique users who engage with your app at least once within a 30-day period. The DAU/MAU ratio indicates how sticky your app is.
MAU provides a broader view of your app's user base than DAU. The DAU/MAU ratio (called stickiness) tells you what percentage of monthly users engage daily — a higher ratio means a more habit-forming product.
For most apps, a DAU/MAU ratio above 20% is good, while social apps and messaging platforms may aim for 50%+. This metric helps evaluate long-term product health and retention effectiveness.
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Related Terms
Daily Active Users (DAU)
Daily Active Users (DAU) measures the number of unique users who engage with your app on a given day. It's a key engagement metric that influences app store rankings.
Retention Rate
Retention rate measures the percentage of users who continue using your app after a specific period (Day 1, Day 7, Day 30). It's a key indicator of product-market fit.
Churn Rate
Churn rate is the percentage of users who stop using your app over a given period. Lower churn means higher retention, better LTV, and more sustainable growth.
Further Reading
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