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The number of unique people using a product in a set period, often measured daily (DAU) or monthly (MAU).
Example
5,000 people opening the app at least once in September gives 5,000 monthly active users.
For your role
Choose your role to see what this term means in your work.
Why it matters
It shows how many people genuinely use a product, not just sign up.
Where it is used
App dashboards, product reports and investor updates.
How to calculate it
Number of unique users who took a key action in the period
Worked example
5,000 people opening the app at least once in September gives 5,000 monthly active users.
Definitions vary. The action that makes someone ‘active’, such as logging in or completing a task, differs by product. Check how your organisation calculates it.
