Staying focused on these details will help you build a loyal user base and maximize the impact of your marketing efforts.
What are Monthly Active Users (MAU)?
Monthly Active Users (MAU) refers to the number of unique users who have interacted with an app at least once in the past month (30 days). This statistic is calculated for each user only job seekers data once, regardless of how many times they log in or perform actions, and is based on specific actions such as opening the app. MAU provides a clear view of engagement and activity within a monthly period.
Why is MAU important in marketing?
MAU (Monthly Active Users) is crucial in marketing because it measures the number of unique users interacting with an app in a month, offering a clear view of overall engagement and activity. Together with metrics such as cohort retention and customer acquisition cost (CAC), MAU helps assess user growth and loyalty. For investors, comparing MAU to DAU (Daily Active Users) provides insight into the frequency of use and product evolution.
However, there are several problems related to this metric.
What to consider with MAU?
Understanding MAU in depth is very important to get accurate results. While this metric is easy to calculate, it can be unreliable for new businesses as promotional actions like PR and advertising can artificially inflate the numbers. Also, a high MAU number does not guarantee real engagement with the product as simple login does not reflect the depth of usage.
From a monetization perspective, it is essential to measure users who actually engage with the app’s core features, rather than simply counting unique users. User quality is critical, as users obtained from different sources can have varying levels of engagement. Obtaining users from sources that only inflate MAU metrics without adding real value can be detrimental to the effectiveness of marketing strategies .