Monthly Active Users (MAU)

What is MAU?

MAU captures how many distinct users take a meaningful action within your product in a given month. What counts as “active” varies by product—but it should tie to your product’s core value (e.g., report generation, sending messages, updating pipelines).

For B2B SaaS, MAU is especially useful for products with longer usage intervals, non-daily workflows, or decision-maker involvement.

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Why It Matters in B2B SaaS

• Highlights product reach and user-level adoption across accounts
• Acts as a baseline for tracking retention and churn risk
• Useful for measuring growth and virality over time
• Feeds key metrics like DAU/MAU ratio and engagement scores
• Helps identify dormant users or accounts that need re-engagement

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How to Measure MAU

Formula: MAU = Count of unique users who performed a qualifying action in the last 30 days

1. Define “active” based on your product’s value moments – Choose meaningful actions
2. Track unique user IDs performing those actions – Over a rolling or calendar 30-day period
3. Use analytics tools to avoid duplicate counts – A user who logs in 20 times still counts as 1 MAU
4. Segment MAU by plan, role, and customer type – Surface adoption patterns and usage gaps
5. Combine with DAU and stickiness metrics – To reveal depth of engagement

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Best Practices to Improve MAU

• Simplify activation – Reduce the steps to reach first value
• Re-engage dormant users – Use targeted email, in-app, or CS outreach
• Deliver ongoing value – Ensure new features or content are surfaced regularly
• Improve product onboarding – A better onboarding experience drives ongoing use
• Enable integrations and workflows – The more embedded your product, the stickier it becomes
• Monitor drop-offs early – A sharp decline in MAU often precedes churn

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