MAU

A key performance indicator (KPI) used in the digital marketing and tech industries to measure the number of unique individuals who engage with a product within a thirty-day period. MAU is one of the most widely recognized metrics in digital business because it reflects a platform’s broad user reach, long-term retention, and the overall size of its active audience. Companies use MAU to evaluate market penetration, user lifecycle stability, and the long-term impact of growth initiatives.

Because of its more extended time frame, MAU captures a more complete picture of user behavior across all engagement styles—daily power users, weekly check-ins, and occasional task-based participants. As a result, it serves as a core metric for forecasting revenue, modeling churn, and evaluating product usage seasonality. Marketing teams measure MAU to assess how effectively acquisition channels are contributing ongoing value rather than one-time conversions.

MAU becomes particularly powerful when compared with DAU or WAU to calculate ratios that highlight engagement depth. A high DAU/MAU ratio signals that a large percentage of monthly users return daily, indicating strong habitual value. A lower ratio may suggest that the product serves as a utility used only when needed, or that more work is required to increase stickiness. Executives, investors, and analysts commonly view MAU as a proxy for platform vitality, making it a central KPI in product-led growth environments.