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Glossary
Product concepts

What is Monthly Active Users (MAU)?

Monthly Active Users (MAU) is a key performance indicator that counts the total number of unique individuals who interact with a product or application over a 30-day period. It is used to gauge overall user engagement, retention, and the true size of a product's active user base rather than simply counting total registered accounts. By defining what constitutes an "active" interaction—such as logging in, completing a core action, or viewing a page—teams can measure real product value over time.

When to use it

MAU is critical when assessing long-term product health, measuring the impact of new feature releases, and calculating retention rates. Product teams use it to evaluate whether growth strategies are successfully bringing users back or if high churn is masking underlying usability issues. It is especially useful for SaaS and consumer applications where recurring engagement is the primary driver of revenue and customer lifetime value.

Example

A SaaS project management tool defines an "active user" as someone who creates a task, updates a status, or leaves a comment. In June, they have 10,000 total registered accounts, but only 4,500 unique users perform one of these core actions. Their MAU for June is 4,500. By tracking this metric month-over-month, the product team can see if the rollout of a new calendar integration in July successfully increases their MAU to 5,000.

How Planet Roadmap helps with Monthly Active Users (MAU)

Planet Roadmap allows you to link your MAU growth targets directly to your strategic goals using the OKR tracking tree. You can also map out the exact product features required to boost user engagement on your internal roadmap.

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FAQ

How is MAU different from Daily Active Users (DAU)?
DAU measures unique users who engage with your product on a single given day, while MAU measures unique users over a 30-day period. DAU is better for tracking daily habit-forming products, whereas MAU provides a broader view of overall product health and utility for tools that are used less frequently.
What should count as an 'active' user action?
An active action should be tied to the core value your product provides, rather than superficial actions like simply logging in or receiving an automated email. For example, a messaging app might define an active user as someone who sends a message, while a reporting tool might define it as someone who generates or views a report.

Related terms

KPIActivationRetentionChurnProduct-Market FitCustomer Lifetime Value (LTV)

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