Monthly Active Users (MAU)
MAU provides a broad measure of audience reach, but the chosen window and activity definition must remain consistent. A calendar-month MAU is not directly comparable with a rolling 30-day MAU. Identity stitching, anonymous users, bots, and passive events can also affect the count. Teams often combine MAU with DAU, WAU, retention, and segment-level growth.
What is Monthly Active Users (MAU)?
Monthly Active Users (MAU) is the number of distinct users who perform the defined active behavior within a calendar month or rolling 30-day period.
Why it matters
MAU provides a broad measure of audience reach, but the chosen window and activity definition must remain consistent. A calendar-month MAU is not directly comparable with a rolling 30-day MAU. Identity stitching, anonymous users, bots, and passive events can also affect the count. Teams often combine MAU with DAU, WAU, retention, and segment-level growth.
Example
A productivity app counts each person who creates, edits, or comments on a document at least once during the month.