Glossary · Business metrics
Monthly Active Users (MAU)
The number of unique users who engage with an app in a month.
What is Monthly Active Users (MAU)?
MAU counts distinct users who take a meaningful action in the app within a calendar month. It is a standard measure of reach and engagement.
For ad monetization, MAU combined with sessions per user drives your total ad-eligible volume.
Monthly Active Users (MAU) in context
To understand Monthly Active Users (MAU) fully, it helps to know the concepts around it. ARPU, average revenue per user over a period. Conversion Rate, the share of users who take a desired action, such as upgrading to paid. Session, a grouped sequence of interactions from one user conversation.
Together these describe how business metrics works in practice for an AI app, and where Monthly Active Users (MAU) fits among them.
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