What is Monthly Active Users, or MAU?

Monthly Active Users (MAU) is a top-level metric, or key performance index (KPI), that measures how many unique users use your app or game in a month or 30-day timeframe. Users must be unique and no user will be counted more than once in a 30-day period, regardless of usage levels.

Why is MAU important?

MAU is a useful metric to make informed business decisions and can be used to determine retention in your app, which also helps calculate lifetime value (LTV).

How is MAU calculated?

You can easily calculate MAU using most analytics tools to identify how many unique users log into your game and start a session in a month.