Do you track this metric? Just vote!
MAU (Monthly Active Users)
from Activation
Metrics type
Units of measure
More - better
Check frequency
The total count of unique users who actively engage with the app or website on a monthly basis.
Why it is important
Monitoring MAU allows businesses to assess the health and popularity of their app or website over time.

This metric offers valuable insights into user retention, the effectiveness of marketing strategies, and overall user satisfaction, aiding decision-making related to user experience improvements and marketing initiatives.
Number of unique users engaging with the app or website during the month
Calculation example
Suppose an e-commerce store tracks user engagement for the month of January. During this month, the store has a total of 50,000 user accounts. Out of these, 20,000 unique users actively engage with the app or website at least once during January. The MAU for January would be calculated as:

MAU = 20,000
Affected metrics
Affecting metrics
Installs on Active Devices
Connecting metrics
App Stickiness

Get free access to the biggest
e-commerce knowledge base

Metrics maps, 1,000+ metrics, 800+ tactics, discussions with pros and much more
Suggested slices for dashboards
by Geo
by Device Type
by Marketing Channel
by Demographic Segment
by Product Category
by Seasonal or Event-Based Trends
by Loyalty Program Level
by Campaign Type
by Content Type
by New vs. Returning Users
by Feature Usage
The revenue impact pathway
Available in JetMetrics Lite only
Questions to be Answered
1. How does the MAU metric vary between different user segments or demographics, and what insights can be gained for tailoring features to specific user behaviors exhibited by monthly active users?
2. Are there specific app features or updates that correlate with changes in the MAU metric, and what insights can be gained for future development and marketing efforts?
3. Can you identify any correlation between the timing and frequency of push notifications or in-app messages and changes in the MAU metric?
4. How does the MAU metric differ between users who have completed the activation process and those who haven't?
5. What impact do limited-time promotions or exclusive offers have on the MAU metric, and how can these promotions be optimized for sustained monthly active user engagement?
6. How does the geographic location of users influence the MAU metric, and are there opportunities for localized optimization?
7. What is the correlation between the MAU metric and user satisfaction scores, and how can improvements in user satisfaction contribute to higher monthly active user retention?
Possible causes of worsening
Tactics to improve this metric
Explore in JetMetrics Lite or Ask professionals in the Community
JetMetrics – the easiest way from data to insights
and actions
Our special early access prices are for a limited time only!
Early access plan
For whom?
Only for Shopify stores
What will I get?
Early access
Priority support
6-month discount
per month within 6 months then the price will depend on the monthly number of orders.
Now you need to pay only $49 for the first month to lock in that price for a 6 months.
Follow product updates