Customer Metrics

Monthly Active Users (MAU)

The number of unique users who engage with a product at least once during a calendar month.

MAU is the standard engagement unit for products where weekly or daily use is not expected — project management tools, design platforms, reporting software. It provides a stable, high-level view of how many users consider the product relevant within any given month. MAU is used to track growth trajectories, measure the impact of marketing campaigns, and calculate the DAU/MAU stickiness ratio. Comparing MAU to registered accounts reveals the activation gap — how many sign-ups never return. MAU can also mask declining engagement if new user acquisition is replacing churning users without net growth in genuine engagement. For monetisation purposes, MAU is often the denominator in conversion rate calculations that determine how effectively a free audience is converted to paying customers.