In this post we’ll analyze the MAU components and the conversion rates to different categories. We’ll look at the proportion of new MAU that transition to ambient MAU as well as the previous categories for ambient and churned MAU.
Summary
- The proportion of new MAU that transition to ambient has increased to 43%.
- This increase was driven mostly by new users that signed up without trials.
- Most ambient MAUs were previously ambient, but the proportion that were previously new has been increasing.
- Churned MAU are made up mostly of previously ambient MAU, but a significant proportion were previously new.
New to Ambient MAU Conversion Rate
To calculate the proportion of all new MAUs that transition to ambient, we look at the users’ categories 30 days into the future. We have to look so far ahead because new MAU will retain that label for 30 days, so we want to give all new MAUs sufficient time to either transition to ambient or churn.
Here is the total proportion of new MAU that convert to ambient over time.
We can see that the proportion of new MAU that are retained has fluctuated significantly over time. Most recently the proportion of new MAUs that have been retained has increased to almost 45%.
Next let’s break this down by whether the user signed up with a trial. To do this we use the signupWithTrial property in the Product Signup event.
We can see that the increase in the new to ambient conversion rate is mostly due to users that signed up without trials.
Breakdown of Ambient MAU
Next we’ll look at the previous MAU category for ambient MAUs. Again we’re looking at the users’ categories 30-days prior to a given date.
Although ambient MAUs are mostly made up of users that were previously ambient (>80%), the proportion that were previously new has increased significantly in recent months.
Breakdown of Churn MAU
We’ll use the same approach to break down churn MAUs.
We can see that churned MAUs are mostly made up of previously ambient MAUs.