What is Monthly Active Users?
Number of unique users engaging monthly.
How to calculate it
Calculate Monthly Active Users as: Count of unique users active per month. Pull the inputs from your connected data and track the trend over time in your dashboard.
Examples
Example 1
30,000 unique users active this month -- your reach metric, paired with stickiness.
Example 2
30,000 unique users are active this month against 26,000 last month -> 15% MoM growth in reach, with stickiness holding at 27%.
Why it matters
Monthly active users (MAU) counts the unique users engaging each month and is the standard measure of product scale and reach. It frames the overall size of the engaged audience and pairs with DAU to assess habit formation. Double-counting users across devices inflates it, so deduplication matters.
Benchmark context
Focus on the growth rate and on stickiness (DAU/MAU); the absolute level is meaningful only relative to your market and stage.
Common pitfalls
Double-counting across devices.
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