KPIs for Product Managers

KPIs for Product Managers: monthly active users

As a product manager, tracking monthly active users is crucial to measuring the success of your product.

As a product manager, it’s essential to track key performance indicators (KPIs) to measure your product’s success. One of the most crucial KPIs for product managers to track is monthly active users (MAU). In this article, we will explore the importance of KPIs for product managers, define MAU and explain why it’s so critical, provide tips on how to measure and analyze MAU data and offer strategies for increasing monthly active users.

Understanding the Importance of KPIs for Product Managers

KPIs are essential because they provide insights into how well your product is performing. They allow product managers to monitor progress, identify areas that need improvement, and make data-driven decisions. However, it's important to note that not all KPIs are created equal. Some KPIs are more relevant than others, depending on the product and the business goals.

Defining Key Performance Indicators (KPIs)

KPIs are quantifiable measures that help businesses track, analyze and evaluate their performance. They are typically linked to specific goals and objectives. For product managers, KPIs are used to measure the effectiveness of their products and the success of their strategies.

Some common KPIs for product managers include:

  • Conversion rate: Measures the percentage of visitors who take a desired action, such as making a purchase or signing up for a newsletter.
  • Customer acquisition cost (CAC): Measures the cost of acquiring a new customer, including marketing and sales expenses.
  • Churn rate: Measures the percentage of customers who stop using the product over a given period of time.
  • Net promoter score (NPS): Measures customer satisfaction and loyalty by asking customers how likely they are to recommend the product to others.

The Role of Product Managers in Tracking KPIs

Product managers are responsible for identifying the most relevant KPIs to track for their products. They must also ensure that the KPIs are aligned with the overall business goals and objectives. This involves collaborating with other departments, such as marketing and sales, to ensure that everyone is working towards the same goals.

Once the KPIs have been identified, product managers play a vital role in tracking KPI data, analyzing it, and making recommendations to improve product performance. This involves using data visualization tools and analytics software to monitor KPIs in real-time and identify trends and patterns.

Product managers must also be able to communicate KPI data effectively to stakeholders, such as executives and investors. This involves creating reports and presentations that clearly illustrate the product's performance and the impact of any changes or improvements.

In conclusion, KPIs are a critical tool for product managers, providing valuable insights into product performance and helping to drive data-driven decision-making. By identifying and tracking the most relevant KPIs, product managers can ensure that their products are meeting business goals and delivering value to customers.

Monthly Active Users (MAU) as a Crucial KPI

Monthly active users (MAU) is a KPI that measures the number of unique users who have interacted with your product within a month. It’s a critical measure of product engagement and retention.

What are Monthly Active Users (MAU)?

MAU refers to the number of unique users who have engaged with your product in the past month. This metric includes both new and returning users. For example, if your product has 10,000 MAU, this means that 10,000 unique users have interacted with your product within the past month.

Why MAU is Important for Product Managers

MAU is a crucial KPI for product managers because it provides insights into how well the product is engaging and retaining users. It’s a good indicator of whether users find your product valuable and are coming back to use it regularly.

Product managers can use MAU to identify trends and patterns in user behavior. By analyzing MAU data over time, product managers can see whether their product is gaining or losing popularity and make informed decisions about how to improve the user experience.

Furthermore, MAU can help product managers identify which features are most popular among users. By analyzing the MAU data for different features, product managers can see which features are driving user engagement and retention, and prioritize their development efforts accordingly.

Another benefit of tracking MAU is that it can help product managers identify potential issues with the product. For example, if the MAU suddenly drops, it could be a sign that users are experiencing technical difficulties or are unhappy with recent changes to the product. By monitoring MAU closely, product managers can quickly identify and address these issues before they have a significant impact on user engagement and retention.

In conclusion, MAU is a critical KPI for product managers who want to understand how well their product is engaging and retaining users. By tracking MAU over time and analyzing the data, product managers can gain valuable insights into user behavior, identify trends and patterns, and make informed decisions about how to improve the user experience.

How to Measure Monthly Active Users

Measuring monthly active users (MAU) is a crucial metric for any product or service that operates online. Understanding how many people are actively using your product can help you make informed decisions about how to improve and grow your business. In this article, we’ll explore the steps involved in measuring MAU and how to analyze the data to gain valuable insights.

Identifying Active Users

The first step in measuring MAU is to identify active users. This means distinguishing between users who have interacted with your product within the past month and those who haven’t. To do this, you need to create a system for tracking user activity. This could be through user registration, tracking user sessions or tracking specific events.

For example, if you run a social media platform, you might track the number of users who have posted content, liked or commented on posts, or sent messages within the past month. If you run an e-commerce platform, you might track the number of users who have made a purchase within the past month.

It’s important to define what counts as “active” for your specific product or service. This will ensure that you’re accurately measuring MAU and not including users who have signed up but never used your product.

Tracking User Engagement Over Time

Once you’ve identified active users, the next step is to track their engagement with your product over time. This means recording how frequently they use your product, which features they’re using, and what their behavior looks like. This data will help you track trends, identify areas for improvement, and make data-driven decisions.

For example, if you run a fitness app, you might track how many workouts users complete each week, which workouts are most popular, and how long users spend on each workout. If you run a productivity app, you might track how many tasks users complete each day, which features are most used, and how long users spend in the app.

Analyzing MAU Data

After you’ve collected data on MAU and user engagement, you need to analyze it to gain insights into product performance. Use this data to determine which features are most popular, which need improvement or updating, and how user behavior has changed over time. Analyzing MAU data can also help you benchmark your product’s performance against competitors in your industry.

For example, if you run a music streaming service, you might analyze MAU data to determine which genres or artists are most popular, which playlists are most listened to, and how user behavior changes during different times of the year.

In conclusion, measuring MAU is an essential part of understanding how your product or service is performing. By identifying active users, tracking user engagement over time, and analyzing MAU data, you can make data-driven decisions that will help you improve and grow your business.

Setting Goals and Targets for Monthly Active Users

Establishing Baselines and Benchmarks

Before you can set goals and targets for Monthly Active Users (MAU), it's important to establish baselines and benchmarks. Baselines are the current performance metrics for your product, while benchmarks are the desired metrics that you want to achieve. These figures will help you set realistic goals and targets for product growth.

For instance, if your product currently has 100,000 monthly active users, that's your baseline. However, if your goal is to have 1 million monthly active users, that's your benchmark.

It's also important to analyze the performance metrics of your competitors and industry standards. This will give you an idea of what's achievable and what's not. For instance, if your competitor has 500,000 monthly active users, that's a benchmark you can aim for.

Creating SMART Goals for MAU Growth

When setting goals for MAU growth, it's essential to make them SMART: Specific, Measurable, Attainable, Relevant, and Time-bound. For example, a SMART goal for MAU growth could look like: Increase MAU by 10% within the next 6 months by improving user onboarding and implementing referral programs.

Let's break down this goal:

  • Specific: The goal is specific in terms of what you want to achieve - a 10% increase in MAU.
  • Measurable: The goal is measurable, as you can track the number of MAUs over time.
  • Attainable: The goal is attainable, as a 10% increase in MAU over 6 months is a reasonable target.
  • Relevant: The goal is relevant to your business objectives, as increasing MAU will lead to increased revenue and growth.
  • Time-bound: The goal is time-bound, with a clear deadline of 6 months.

Implementing Strategies to Achieve SMART Goals

Once you've set your SMART goals for MAU growth, it's time to implement strategies to achieve them. In the example above, the strategy is to improve user onboarding and implement referral programs.

Improving user onboarding could involve simplifying the sign-up process, providing clear instructions and guidance, and offering incentives to encourage users to complete the process. Referral programs could involve rewarding existing users who refer new users to the platform, or offering discounts or other incentives to new users who sign up through a referral link.

It's important to track the performance of these strategies and adjust them if necessary. For instance, if the referral program isn't generating as many new users as expected, you may need to offer more enticing rewards or change the messaging to make it more appealing.

Monitoring Progress and Adjusting Targets

Once you've set your MAU growth targets and implemented strategies to achieve them, it's crucial to monitor progress regularly. This will help you identify any issues or roadblocks that are preventing you from achieving your goals.

For instance, if you're not seeing the expected increase in MAU after implementing your strategies, you may need to adjust your targets or change your approach. It's important to be flexible and willing to make changes as needed to ensure that your product is on track to meet business goals and objectives.

Regularly monitoring progress and making adjustments will help you stay on top of your product's performance and ensure that you're making the most of your resources and efforts.

Strategies for Increasing Monthly Active Users

Enhancing User Onboarding Experience

User onboarding is critical to product success. A great onboarding experience can help users explore your product’s features and understand its value. Ensure that your onboarding experience is intuitive, engaging, and easy to use for new users. Consider using a mix of video tutorials, email campaigns and in-product prompts to guide users through the onboarding process.

Implementing Effective User Retention Techniques

Once users have onboarded, it’s essential to keep them engaged with your product. Focus on retention strategies, such as creating personalized experiences, offering loyalty rewards, and using push notifications to remind users of your product’s value. Retention is key to growing MAU.

Encouraging User Referrals and Advocacy

User referrals and advocacy are powerful drivers of MAU growth. Encourage users to refer friends to your product by offering referral bonuses or creating social media campaigns. Create a community around your product by using user-generated content, customer success stories and incentivizing advocacy.


In conclusion, MAU is a critical KPI for product managers to track, measure and analyze. By understanding user behavior, setting goals and targets and implementing effective strategies, it’s possible to increase MAU and grow your product’s success. By keeping a close eye on KPI data and making data-driven decisions, product managers can lead their products to greater heights.