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What Is Monthly Active Users? The Engagement Metric Explained

Monthly active users is an engagement metric that counts the number of unique users who performed at least one meaningful action in your product within a 30-day window — making it the most commonly reported headline engagement figure for consumer apps, B2B SaaS, and marketplaces.

Learn what the metric measures, how it differs from daily and weekly active users, what the DAU/MAU ratio reveals about product stickiness, and how to track it from your product event data.

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What is the difference between DAU, WAU, and monthly active users?What is a good DAU/MAU ratio for SaaS?How do I calculate monthly active users from an event log?What should count as an 'active' event in my product?How does engagement vary by user segment and plan?

What this export contains

User ID
Event Name
Event Date
Session
Feature
Plan
Country
Device
Days Active (Month)
Last Active Date

What usually goes wrong with it

  • The definition of 'active' varies by team and skews comparisons

    Some teams count any login as an active event, while others require a meaningful action like completing a task, sending a message, or making a purchase. The difference in definition can produce wildly different counts from the same underlying data.

    DataMimi Define 'active' as a specific meaningful action relevant to your product's core value — for a SaaS tool, that might be a file uploaded, a report generated, or a key workflow completed — rather than an

  • The monthly count alone doesn't reveal engagement quality

    A user who logged in once in 30 days counts the same as one who used the product 28 of those days — the aggregate number doesn't distinguish casual from power users, which is why the DAU/MAU ratio is the more useful engagement signal.

    DataMimi Calculate the DAU/MAU ratio by dividing daily active users by the monthly count — above 20% is considered good stickiness for most apps, above 50% is exceptional and typical of daily-use tools like Sl

  • Tracking the metric accurately requires consistent event logging in the product

    Calculating it reliably requires a clean event log with user IDs, event dates, and defined 'active' event types — teams without consistent instrumentation often find their counts are unreliable or incomparable across time periods.

    DataMimi Track it in a spreadsheet by counting distinct users per month from your event log, segmented by plan and feature — upload to Datamimi to ask 'which feature has the highest engagement ratio' without w

Common questions

What is monthly active users and why does it matter for product teams?

Monthly active users is an engagement metric that counts unique users who performed a defined meaningful action in your product within a 30-day window. It matters because it represents the active community using your product — not just registered accounts — and drives decisions about growth, retention, and feature investment.

What is the DAU/MAU ratio and what does it indicate?

The DAU/MAU ratio divides daily active users by the monthly count to measure how often users return. Above 20% indicates reasonable stickiness for most apps; 50%+ is typical for daily-use tools like messaging apps. A declining ratio indicates engagement is weakening even if the absolute count grows.

How do I track monthly active users in a spreadsheet?

From your event log, filter events by month, then use a COUNTUNIQUE formula on the User ID column for each month. Create a monthly summary table to track the count over time and calculate DAU/MAU from daily event counts alongside it.

What does Datamimi cost for product engagement tracking?

Datamimi's Free plan is $0/month with 40 credits and no credit card needed. Paid plans: Lite $9/month (400 credits), Starter $24/month (1,500 credits, 3 files), Pro $59/month (5,000 rollover credits), Team $199/month (20,000 credits, 5 users).

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