Monthly active users: definition, tracking & growth hacks

Ever wondered how companies gauge the success of their apps or platforms? One of the key metrics they rely on is something called Monthly Active Users (MAU). It's not just a number—it's a window into how people are engaging with a product over time.

In this blog, we'll dive into what MAU really means, why it's important, and how you can use it to grow your own product. Whether you're building the next big app or just curious about user engagement metrics, understanding MAU is essential.

What is monthly active users (MAU) and why does it matter?

So, what's Monthly Active Users (MAU) all about? Simply put, it's a metric that counts the number of unique users who interact with your product over a 30-day period. This figure isn't just a stat—it's a snapshot of your product's health, growth, and how engaged your users really are.

MAU helps businesses figure out how "sticky" their product is and whether users are coming back over the long haul. It's especially handy for products that people don't use every day, like banking or travel apps. By keeping an eye on MAU, you can spot trends in user behavior and make smarter, data-driven decisions to enhance your product. is key to dialing in your user acquisition and retention strategies.

But MAU isn't perfect—it doesn't tell you how often or how deeply users interact with your product. To get the full picture, it's a good idea to combine MAU with other metrics like . Looking at the DAU/MAU ratio can give you more insights into how frequently users are coming back and engaging with your product.

Using MAU data, businesses can spot growth opportunities and figure out where they need to improve. By segmenting users and doing cohort analysis, you can really get to know your audience and make informed decisions. If you're looking to boost your MAU, think about strategies like enhancing user retention, personalizing communication, reducing friction, and fostering community engagement.

How to accurately track and measure MAU

First things first: you need to define what an active user means for your product. This is the bedrock for tracking monthly active users accurately. Your definition should line up with the core value of your product and what meaningful user interaction looks like for you. For instance, Duolingo counts someone as an active user if they complete at least one lesson in a month.

One thing to watch out for is that different companies define "active user" in different ways, which can make comparing MAU across the industry a bit tricky. Meta considers an active user as a registered user who logs in and interacts with their platform, while X (formerly Twitter) focuses on monetizable daily active users (mDAU). To keep things clear, make sure you establish a consistent definition within your organization.

Now, leveraging analytics tools can really help you monitor monthly active users and spot engagement trends. Statsig's platform offers features for tracking MAU, considering a user as an MAU if they trigger any event, gate check, or experiment check within a 28-day period. Regularly checking your MAU data can help you find growth opportunities or areas that need a little TLC.

Don't forget to combine MAU with other metrics like Daily Active Users (DAU) and Weekly Active Users (WAU) to get the full picture of user engagement. Analyzing the DAU/MAU ratio shows you how often users are interacting with your product—a higher ratio means users are coming back more frequently, which is a good sign for user retention.

Understanding MAU limitations and complementary metrics

While MAU gives you a valuable snapshot of user engagement, it does have its limits. It doesn't show the quality or frequency of those interactions. So, someone who logs in once a month is counted the same as a daily active user.

To dig deeper, it's a good idea to combine MAU with other metrics like . The DAU/MAU ratio tells you how often users are coming back to your product. A higher ratio means users are more engaged and more likely to stick around.

Doing cohort analysis and user segmentation can also help you understand behavior patterns better. By looking at different groups based on when they joined, where they're from, or how they use your product, you can spot trends and see where you can improve.

Pairing MAU with metrics like Lifetime Value (LTV) and Cost Per Action (CPA) helps you fine-tune your acquisition and retention strategies. This data-driven approach lets you make smart decisions to drive growth and keep users engaged.

Consistently tracking and using MAU data, along with these complementary metrics, is key to enhancing user experiences and achieving business success. Platforms like offer advanced analytics and experimentation tools to support data-driven decision-making.

Strategies and growth hacks to improve MAU

If you're looking to boost your MAU, focusing on user retention is a big deal. Things like and reducing friction can have a huge impact on keeping users around. In fact, a asked for advice on increasing MAU for their college social network app, highlighting just how important retention strategies are.

Getting your community engaged and encouraging referrals can also give your MAU a nice bump. Leveraging , like Spotify and Robinhood did, can create buzz and bring in new users. Building a strong community not only keeps current users engaged but also attracts new ones through word-of-mouth.

Don't forget to use data-driven techniques like to optimize the user experience. By analyzing how users behave and testing different variations, you can find areas to improve and make informed decisions. Focusing on and cutting down on friction can lead to more active users.

Another effective strategy is identifying that tie into long-term retention. By figuring out which user actions lead to sustained engagement, you can optimize your onboarding process and encourage new users to hit those milestones. Using can also create a sense of exclusivity and help manage growth.

At the end of the day, improving MAU comes down to understanding your users and constantly iterating based on data insights. By combining retention strategies, community building, and data-driven optimization, you can create a product that keeps users engaged and attracts new monthly active users.

Closing thoughts

Understanding and effectively using Monthly Active Users (MAU) is crucial for measuring your product's success and growth. By accurately tracking MAU, combining it with complementary metrics, and applying smart strategies, you can enhance user engagement and retention. Tools like Statsig can help you dive deep into your data and make informed decisions.

If you're eager to learn more about optimizing MAU and user engagement, be sure to check out the resources we've linked throughout the blog. Hope you found this helpful!