Do you want to retain the users who visit your website ? An online marketing strategy goes beyond simply attracting visitors; it also requires attention to various aspects, such as tracking monthly active users (MAU) .
Staying focused on these details will help you build a loyal user base and maximize the impact of your marketing efforts.
What are Monthly Active Users (MAU)?
Monthly Active Users (MAU) refers to the number of unique users who have interacted with an app at least once in the past month (30 days). This statistic is calculated for each user only once, regardless of how many times they log in or perform actions, and is based on specific actions such as opening the app. MAU provides a clear view of engagement and activity within a monthly period.
Why is MAU important in marketing?
MAU (Monthly Active Users) is crucial in marketing because it measures the number of unique users interacting with an app in a month, offering a clear view of overall engagement and activity. Together with metrics such as cohort retention and customer acquisition cost (CAC), MAU helps assess user growth and loyalty. For investors, comparing MAU to DAU (Daily Active Users) provides insight into the frequency of use and product evolution.
However, there are several problems related to this metric.
What to consider with MAU?
Understanding MAU in depth is very important to get accurate results. While this metric is easy to calculate, it can be unreliable for new businesses as promotional actions like PR and advertising can artificially inflate the numbers. Also, a high MAU number does not guarantee real engagement with the product as simple login does not reflect the depth of usage.
From a monetization perspective, it is essential to measure users who actually engage with the app’s core features, rather than simply counting unique users. User quality is critical, as users obtained from different sources can have varying levels of engagement. Obtaining users from sources that only inflate MAU metrics without adding real value can be detrimental to the effectiveness of marketing strategies .
The main advantages of MAU for your company's marketing
At this point, it is important to explain that monthly active users (MAU) are important in the marketing strategy for the following reasons:
1.- Know the level of user participation
Analyzing how and how often users interact with your app or product is very important to understand the level of user engagement and satisfaction. This includes measuring usage time, access frequency, and actions performed within the app.
2.- Understand the retention rate of customers who return monthly
Measuring the percentage of users who continue to use your app month after month will help you evaluate user loyalty and the effectiveness of your strategies to keep customers active over time.
3.- Evaluate the possible risks
Identify and analyze factors that could negatively impact the performance of your application or business, such as high user churn, technical issues, or market changes. This will allow you to take proactive steps to mitigate these risks.
4.- Compare the growth of the application
Examining how your active user numbers have evolved over time and comparing it to previous periods or similar apps on the market will help you evaluate the effectiveness of your growth strategies and identify areas for improvement.
Do you want to start taking MAU into account in your marketing strategy to maximize your profits? At PGR Marketing & Technology we will accompany you throughout the entire process.
