MAU stands for Monthly Active User. In the context of Omneo, an active user is: A known customer who has created at least one transaction in the last calendar month, in-store or online. This is a narrower definition than the app industry norm (which counts any login or session). Omneo uses transaction-based activity because a purchase is the clearest signal that a customer is genuinely engaged with the brand.Documentation Index
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Why MAUs matter
MAU is a foundational health metric. It answers the question: “Of all the customers we know, how many are actually buying from us right now?” From MAU, you can calculate:| Metric | How MAU feeds it |
|---|---|
| Retention rate | What % of last month’s MAUs are active again this month? |
| Churn rate | What % of last month’s MAUs did not transact this month? |
| Customer lifetime value | Average spend per MAU × average months active |
| Acquisition cost | Total acquisition spend ÷ new MAUs acquired |
| Frequency | Average transactions per MAU per month |
MAU accuracy in Omneo
Omneo MAU figures are reliable because Omneo consolidates transactions across all channels (POS, eCommerce, data warehouse) into a single profile. A customer who bought in-store last week and online two weeks ago counts as one MAU, not two. Omneo issues each customer a single Omneo ID that links all their external system identifiers. This prevents double-counting and ensures a clean known-customer count.MAU as a program health signal
A growing MAU count means your incentive program is doing its job: converting anonymous buyers into known customers and bringing known customers back. A declining MAU count is an early warning signal — even if total revenue is stable, losing active known customers means you’re growing increasingly dependent on anonymous or new customers to maintain revenue. A useful benchmark: Australian retailers should aim to grow their MAU count month-on-month for the first two years of a program, reflecting the accumulation of a known customer base. After that, stable or growing MAU with higher average spend per MAU is a sign of a maturing, effective program.MAU vs total member count
Total member count tells you how many profiles exist. MAU tells you how many are buying. The gap between them is your dormant base — customers who joined but are not currently active. This dormant segment is a key target for re-engagement campaigns.| Metric | What it tells you |
|---|---|
| Total profiles | Size of the known customer database |
| MAU | How many are currently buying |
| MAU / Total profiles | Activation rate — what % of members are active |
| New MAUs | Acquisition rate — new known buyers this month |
| Returning MAUs | Retention rate signal |