Monthly Active Users

Also called MAU

Monthly active users: the number of unique people who used your product at least once in the last 30 days. A standard measure of a product's reach.

Why it matters

MAU is a headline size metric, but active must be defined honestly for it to mean anything. On its own it can flatter; paired with DAU and retention it shows whether the audience is real and engaged.

For example

An app is used by 30 lakh unique people over a 30-day window, its monthly active users.

Worth your time

Related terms

Daily Active Users Stickiness Retention

Go deeper

See how founders actually handle this on Money, pricing and metrics, part of the Starting Up hub.

eChai Partner Brands