November 17, 2023 6:05 pm

Vendorful Team

In the realm of sales and marketing, the term ‘Monthly Active Users (MAU)’ is a key performance indicator that businesses use to measure the success of their products or services. This term is often used in the context of online platforms or applications, where user engagement is paramount to the success of the business. Understanding the concept of MAU is essential for anyone involved in sales or marketing, as it provides valuable insights into user behavior and engagement.

At its core, MAU refers to the number of unique users who engage with a product or service within a given month. This could mean anything from logging into an app, visiting a website, or even interacting with a post on social media. The key here is that the user must perform some sort of action to be considered ‘active’. Simply having an account or downloading an app does not make a user ‘active’ in the eyes of MAU.

Understanding MAU

The concept of MAU is relatively straightforward, but there are nuances that are important to understand. For instance, the definition of ‘active’ can vary from business to business. For some, a user might be considered active if they simply log in to their account. For others, the user might need to perform a specific action, like making a purchase or sharing content.

Furthermore, the term ‘unique’ is also crucial in the context of MAU. This means that if a user engages with a product multiple times within a month, they are still only counted as one MAU. This is because MAU is designed to measure the breadth of a product’s user base, rather than the depth of individual user engagement.

Why MAU is Important

MAU is a critical metric for businesses because it provides a clear and concise snapshot of a product’s user base. By tracking MAU, businesses can gauge the overall health of their product and identify trends in user engagement. For instance, if a business sees a steady increase in MAU over time, this could indicate that their product is gaining traction and attracting new users.

On the other hand, a decrease in MAU could signal that users are losing interest in the product or that there are issues that need to be addressed. In either case, MAU provides valuable insights that can help businesses make informed decisions about their product strategy.

How MAU is Calculated

Calculating MAU is relatively straightforward. At the end of each month, businesses simply tally up the number of unique users who engaged with their product. This could be done manually, but most businesses use analytics tools to track user engagement and automatically calculate MAU.

It’s important to note that the method of calculation can vary depending on the specifics of the product and the definition of ‘active’. For instance, a social media platform might count a user as active if they like or share a post, while an online store might only count users who make a purchase.

Using MAU to Drive Growth

While MAU is a valuable metric in its own right, it becomes even more powerful when used in conjunction with other metrics. For instance, businesses can compare MAU with Daily Active Users (DAU) to get a sense of how often users are engaging with their product. If DAU is high relative to MAU, this could indicate that users are highly engaged and using the product frequently.

Similarly, businesses can use MAU to calculate user retention rates. By comparing the number of MAUs in one month with the number in the following month, businesses can determine what percentage of users are sticking around. This can provide valuable insights into the effectiveness of retention strategies and highlight areas for improvement.

Improving MAU

There are many strategies businesses can use to boost their MAU. One common approach is to focus on user acquisition, with the goal of bringing in new users to the product. This could involve marketing campaigns, partnerships, or other promotional activities.

Another strategy is to focus on user retention, with the goal of keeping existing users engaged with the product. This could involve improving the user experience, adding new features, or providing incentives for continued use. Ultimately, the best approach will depend on the specifics of the product and the needs of the user base.

Limitations of MAU

While MAU is a valuable metric, it’s important to recognize its limitations. For one, MAU does not provide any insight into the depth of user engagement. A user who logs in once a month is counted the same as a user who logs in every day. As such, MAU should be used in conjunction with other metrics to get a complete picture of user behavior.

Furthermore, MAU can be influenced by factors outside of a business’s control, such as seasonal trends or changes in the competitive landscape. Therefore, it’s important to interpret MAU in the context of the broader business environment.


In conclusion, MAU is a key performance indicator that provides valuable insights into the health of a product’s user base. By tracking MAU, businesses can identify trends in user engagement, gauge the effectiveness of their strategies, and make informed decisions about their product development.

While MAU has its limitations, it remains a powerful tool in the arsenal of any sales or marketing professional. By understanding and effectively leveraging MAU, businesses can drive growth and ensure the long-term success of their products.

About the Author

The Vendorful team is a group of passionate and experienced professionals who are dedicated to helping organizations of all sizes win more RFPs. We have a deep understanding of the RFP process and the challenges that organizations face when responding to RFPs. We also have a proven track record of success, having helped our clients win hundreds of RFPs.

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