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The MAUse Trap

MAU is a very common metric and for social networks it’s often their Northstar metric (read more about Northstars).

The problem is that most don’t know that it’s actually a composition of 4 metrics.

If you don’t break it down, you fall into what I call a MAUse trap.

The biggest reason companies fail is they churn more than they retain.

They need to replace everyone churning causing CACs to skyrocket.

It becomes a death spiral.

By unpacking MAU into 4 metrics, you identify trouble zones and proactively address them.

The 4 metrics

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