App marketing metrics comparison

ARPDAU shows how much money, on average, a single active user generates in a day. (You define what counts as an active user.)

ARPPU shows how much money, on average, a single paying user generates over a set period of time.

App owners, marketers, and product managers

App owners, marketers, and product managers

• Shows the impact of your monetization efforts in real time
• Shows how revenue responds to changes, such as a new campaign or a price drop
• Focuses on active users already demonstrating engagement, rather than those with less potential value

• Isolates paying users in a freemium model, so you can focus on revenue
• Helps you understand characteristics of paying users so you can attract lookalikes
• Informs campaign decisions around the most effective creatives and channels

• Boost ad engagement through offerwalls or rewarded ads
• Delight and entice specific user segments with carefully targeted offers and rewards to drive in-app purchases

• Convince non-paying users to become paying ones
• Reward and incentivize your “whales” who spend the most
• Adjust your pricing models to encourage higher spend
• Experiment with different ad formats – test different placements, or try playable or rewarded ads

Average revenue per daily active user (ARPDAU)

Average revenue per paying user (ARPPU)