Monthly active user (MAU) is a metric revealing the total number of unique users interacting with a mobile app in a 30 day period. MAU is a key performance indicator for app developers and mobile advertisers to assess:

• The quality of users coming from mobile advertising and user acquisition campaigns
• If there is a mobile ad fraud attempt to corrupt the marketing data 
• The quality of the app content 
• The quality of app user experience
• The popularity of the mobile app 
• Other metrics including Lifetime Value, Retention Rate, and more.  

DAU/MAU ratio is important to understand the rate of returning customers and the engagement rate so Daily Active User metric is also calculated to interpret MAU precisely. 

Learn more about Daily Active User (DAU)