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.
Learn more about Daily Active User (DAU)
Get Featured On Mobile Marketing Reads!
We help companies in the mobile marketing ecosystem to reach a qualified, engaged audience for branding, thought leadership,and lead-generation.
LATEST MOBILE MARKETING NEWS
-
in News, Trends & ReportsIndia mobile app market revenue surges 33% to $300M+ in Q1 2026, led by AI and puzzle games
India’s mobile app economy crossed a new monetization threshold in Q1 2026, generating more than $300 million in in-app purchase revenue, a 33% year-over-year increase, according to data from Sensor Tower. The growth comes as the market shifts from scale-driven expansion to a more efficiency-focused model centered on engagement and revenue per user. Total downloads […] More
-
in NewsApple pulls Cal AI over billing design and payment rule violations, then reinstates app
A calorie-tracking app recently acquired by MyFitnessPal was briefly removed from the Apple App Store after violating multiple policies tied to in-app purchases and subscription design, according to TechCrunch. The app, Cal AI, had introduced an updated monetization flow that routed users toward external payment options. While recent legal rulings allow developers in the U.S. […] More
-
in News, Trends & ReportsQ1 2026 gaming deals hit 15-month high with $100B+ in value, led by mobile activity
Global games industry dealmaking accelerated sharply in the first quarter of 2026, with mergers and acquisitions reaching a 15-month high and surpassing $100 billion in disclosed value, according to new data from Drake Star. The surge was driven by a mix of large-scale consolidation and continued investor focus on emerging technologies, while mobile remained the […] More