SaaS Metrics: Why MAU isn't the silver bullet and where to look instead

Is MAU really the best way to know if your customers are engaged? Join Todd Kirk and Casey Trujillo as they discuss the role of monthly active usage (MAU) in SaaS businesses. They explore how MAU, while important, is just one metric that tells the story of how well your customers are doing. The episode introduces the ‘ladder’ concept, linking adoption to behavior change and organizational impact. We end with a prompt for listeners to put the ‘ladder’ into practice. Takeaways Monthly active usage (MAU) is an important metric in SaaS businesses, but it should not be viewed as the sole indicator of customer success and renewal. MAU should be considered in the context of the customer journey and tied to specific business outcomes. The ladder concept involves moving from adoption targets to behavior change to organizational impact. Understanding why users are using the software and how it is driving business results is crucial for long-term success. CSMs should ask why to move up the ladder and how to come back down when discussing MAU with customers. Chapters 00:00 Introduction 01:43 The Importance of Monthly Active Usage 04:01 Understanding the Customer Journey 06:36 Moving from Speed to Breadth to Depth 10:50 Tying Software Usage to Business Outcomes 13:33 The Ladder Concept 19:17 Behavior Change and Organizational Impact 22:30 Connecting Utilization to Strategic Focus 24:38 MAU is Not the Pinnacle 28:34 Homework: Asking Why and How Resources ⁠⁠⁠⁠⁠⁠Connect with Casey⁠⁠⁠⁠⁠⁠ ⁠⁠⁠⁠⁠⁠Connect with Todd⁠⁠⁠⁠⁠⁠ ⁠⁠⁠⁠⁠⁠Visit the show page⁠⁠⁠⁠⁠⁠ ⁠⁠⁠⁠⁠⁠Get to know BrainStorm⁠⁠⁠⁠⁠ Credits Show direction: ⁠⁠⁠⁠⁠Debra Wilson⁠⁠⁠⁠⁠ Show design: ⁠⁠⁠⁠⁠Kensie Smith⁠⁠⁠⁠ Show manager: Angela Allred