App marketing metrics comparison

MAU measures the number of unique users who engage with your app over the course of a month.

Retention rate measures the percentage of customers or users your business or product retains (keeps) over a given period.

App owners, marketers, and product managers

App owners, marketers and product managers

• Indicates engagement and retention over time
• Shows the effectiveness of your marketing activities and user experience
• Helps you assess current and potential growth

• Helps you understand the performance of your app and particular campaigns
• Helps you determine why users leave, so you can reduce churn and increase lifetime value
• Useful in analyzing customer service

• Optimize your onboarding strategy so users understand the true value of your app
• Engage and re-engage users through multiple channels: push notifications, in-app notifications, emails, and SMS
• Use deep links for a seamless user experience

• Set realistic user expectations
• Gather user feedback and use product data to analyze behavior
• Map out your user journeys and improve onboarding
• Keep re-engaging with users and reward loyalty

Monthly active users (MAU)

Retention rate