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Monthly Active Users (MAU) definition

Monthly Active Users (MAU)

MAU is the number of unique users interacting with the app over a 30-day period. It's a standard metric for user base size and growth.

Metrics
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More terms of Metrics

Unique Reach mobile-advertising-glossary-metrics

The number of unique users (or devices/households) exposed to an ad at least once. Useful for understanding total unduplicated audience.

Metrics

Skips / Skip Rate mobile-advertising-glossary-metrics

For skippable ads, this indicates how often users skip. High skip rates can reflect low ad relevance.

Metrics

Fraud Rate mobile-advertising-glossary-metrics

The percentage of ad interactions (clicks, installs, impressions) that are determined to be fraudulent, such as bot activity, fake installs, or click spamming. High fraud rates can skew performance data and waste budget.

Metrics

Click mobile-advertising-glossary-metrics

A click occurs when a user taps or interacts with an ad, typically leading to a destination such as an app store page, website, or landing page. Clicks are crucial for measuring engagement.

Metrics

Session Frequency mobile-advertising-glossary-metrics

How often a user returns to the app in a given time frame. High frequency suggests strong engagement and app stickiness.

Metrics

Win Rate mobile-advertising-glossary-metrics

The percentage of submitted bids that result in an ad impression: Win Rate = (Won Bids / Submitted Bids) * 100. Low win rates might suggest competitive markets or underbidding.

Metrics

Impression mobile-advertising-glossary-metrics

An impression is counted each time an ad is served and appears on a user’s device screen, regardless of whether the user interacts with it. It is one of the most basic and foundational ad delivery metrics used to measure reach and exposure.

Metrics

Session Length mobile-advertising-glossary-metrics

This measures how much time a user spends in the app during a single session. Longer session lengths often indicate deeper engagement.

Metrics
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