Monthly Active Users (MAU)

MAU

Monthly Active Users (MAU) is the count of unique users who perform at least one qualifying action within a rolling 30-day window. It is the standard engagement denominator used to compute DAU/MAU ratios and benchmark product stickiness. MAU smooths daily volatility and gives a consistent view of your active user base across a calendar month.

formula.sh

MAU = unique users with ≥1 qualifying event in the last 30 days

> Unique users: deduplicated by user ID over the full 30-day window
> Qualifying event: same core-action definition used for DAU — consistency is critical
> Last 30 days: rolling window updated daily, not a fixed calendar month

example

example.sh

A SaaS analytics tool has 12,000 registered users. 4,800 ran at least one report in the last 30 days.

Distinct user_ids with a report_run event between 2024-03-01 and 2024-03-30

→ MAU = 4,800 (40% of registered base)

why it matters

MAU is the denominator in the stickiness ratio (DAU/MAU) and the denominator in conversion analyses. When you report that 15% of users upgraded to paid, that 15% means something very different against MAU than against total registered users. Always clarify which denominator you are using.

For fundraising and benchmarking, MAU is the standard unit investors use to compare engagement across companies. A $10M ARR business with 50,000 MAU is a healthier asset than one with 5,000 MAU — the former has more expansion surface and lower churn risk. Track MAU alongside MRR from day one to build a clear picture of revenue per active user.

common mistakes

✗Using total registered users instead of MAU as the denominator in retention calculations — this masks true engagement

✗Setting MAU goals without defining the qualifying event, so the number is gamed by trivial actions

✗Celebrating MAU growth while DAU flatlines — stickiness is collapsing even if the monthly number looks healthy

pro tips

✓Plot MAU alongside churned-user count monthly — if churned users are growing faster than new MAU, you have a leaky bucket regardless of headline growth

✓Segment MAU by plan tier to know which segment is truly active and which is sleeping — free users inflate MAU without revenue contribution

✓Use MAU as the denominator for NPS surveys to get a response pool that actually uses the product

the mrrsucks take

Your MAU includes 800 people who logged in once to see if they left anything in their account. They did not. They also did not come back. Congratulations on your impressive registered-user count.

faq

Should I use calendar month or rolling 30-day window for MAU?+

Rolling 30-day is more actionable for operational monitoring because it updates daily. Calendar month is cleaner for board reporting. Use rolling 30-day internally and report calendar-month MAU externally for consistency with industry benchmarks.

How do free users affect MAU for a freemium product?+

Free users will dominate your MAU and make it look strong while paid MAU is weak. Always track paid MAU and free MAU separately. Investors care about paid MAU; product teams should optimize both.

What is a healthy MAU-to-registered-user ratio?+

For B2B SaaS, 30–50% of registered users being monthly active is healthy. Below 20% suggests significant activation or retention failure. Above 60% is exceptional and usually indicates strong product-market fit.

$10K MRR milestone›

related metrics

./install-the-daemon

$9. 365 roasts. one public endpoint of pure shame.