Definition
The number of unique users who engage with the app at least once in a 30-day period. MAU is a top-level engagement metric and often serves as the denominator in conversion rate or retention analysis.
MAU = Count of unique users with at least 1 session in the last 30 days. MAU Growth Rate = ((Current Month MAU - Prior Month MAU) / Prior Month MAU) x 100. Conversion Rate (using MAU) = Paid Subscribers / MAU x 100.
The standard definition is any user who opens the app at least once within the 30-day window. Some teams use stricter definitions that require a meaningful action (not just opening). Choose a definition that reflects genuine engagement for your app category, and keep it consistent over time so trends are comparable.
Both matter for different reasons. MAU tells you the size of your reachable audience. DAU tells you how engaged that audience is. For subscription apps, the DAU/MAU ratio (stickiness) is often more insightful than either metric alone because it predicts retention and renewal rates.
Push notifications to re-engage dormant users, email campaigns with new content highlights, lock screen widgets for passive engagement, fresh content updates to give users a reason to return, and social features that create pull. Focus on activating users who have been inactive for 7-14 days before they go fully dormant.
A metric that measures how often users return to the app by comparing Daily Active Users (DAU) to Monthly Active Users (MAU). A higher ratio (closer to 1.0) indicates stronger user stickiness and habitual usage. The usage patterns of your users will change based on the category and type of app. For example, social media and gaming apps expect a much higher MAU/DAU ratio. Apps that only make sense to use once a week or a few times a month shouldn't measure themselves the same as a game.
The party legally responsible for processing payments, managing refunds, and handling tax compliance on behalf of the app. In most mobile apps, Apple or Google act as the merchant of record, while web-based apps often use Paddle, or similar providers.
A third-party tool - like Appsflyer, Branch, or Adjust - that attributes installs, measures campaign performance, and tracks in-app behavior across paid and organic channels. MMPs can be helpful for understanding CAC, LTV, and ROI in a privacy-compliant manner.
The predictable revenue generated from active subscribers on a monthly basis. MRR is a key metric for assessing growth, financial health, and the impact of marketing or retention initiatives in subscription-based apps.
Describes apps or services that support user access and subscription syncing across multiple operating systems (e.g., iOS, Android, web). Multi-platform support improves user flexibility, increases perceived value, and helps reduce churn.
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