Monthly Active Users (MAU)
The number of unique users who engage with a product at least once in a month.
Definition
MAU counts the number of unique users who take a meaningful action in the product within a 30-day period. What counts as 'active' varies by product (logging in, sending a message, completing a transaction, etc.). MAU is a primary engagement metric for consumer and product-led growth companies. It is often used alongside DAU (daily active users) to measure stickiness (DAU/MAU ratio).
Why it matters
For consumer and PLG companies, MAU is often the north star metric and drives valuation. Rapid MAU growth can justify high valuations even without revenue. If MAU is declining, the company may struggle to raise at attractive terms.
Example
A consumer fintech app had 500K MAU in January and 650K in March, a 30% increase in two months. With a DAU of 200K, the DAU/MAU ratio is 31%, indicating moderate stickiness. Social media apps typically have 50%+ DAU/MAU.