Monthly Active User (MAU)
Monthly active user (MAU) is a metric revealing the total number of unique users interacting with a mobile app in a 30 day period. MAU is a key performance indicator for app developers and mobile advertisers to assess:
- The quality of users coming from mobile advertising and user acquisition campaigns
- If there is a mobile ad fraud attempt to corrupt the marketing data
- The quality of the app content
- The quality of app user experience
- The popularity of the mobile app
- Other metrics including Lifetime Value, Retention Rate, and more.
DAU/MAU ratio is important to understand the rate of returning customers and the engagement rate so Daily Active User metric is also calculated to interpret MAU precisely.
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