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Monthly Active Users Definition
Monthly Active Users (MAU) counts distinct individuals who use an app during a rolling 30-day period. It’s a long-term engagement measure often compared with DAU to calculate the DAU/MAU ratio, a retention indicator.
How Monthly Active Users Works
- Analytics systems log unique user IDs during activity.
- Each user is counted once in the month, regardless of usage frequency.
- Data is aggregated through tools like Google Analytics, AppsFlyer, or Amplitude.
Example of Monthly Active Users
A music streaming service reports 8 million MAU, up from 7 million last quarter after releasing a new playlist feature.
Why Monthly Active Users Matters in Advertising
- Reveals potential reach for ad campaigns.
- Informs investor updates and growth tracking.
- Supports retention and reactivation strategies.
- Guides budget allocation for user acquisition.
