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Monthly active users or MAUs refer to the number of users who engage in some way with your app at least once in a month. MAUs are a KPI used to measure the health of an app.
Like the Daily Active User (DAU) metric, MAU is one of the primary measurements that gauge the growth of your user base and their engagement with your brand.
In many cases, to be considered active, users need only view your app or launch it on a monthly basis. Although it would be ideal if that activity involves engaging with your app in a meaningful way, many companies choose to simply base the MAU metric on opening the app.
Monthly active users are typically your active users and champions – the ones who are most engaged with your product and most likely to evangelize your app to non-users.
