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.)

ARPU shows how much money, on average, a single 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

• Good indicator of business health and profitability
• Helps you optimize your marketing strategy and refine tactics to maximize profitability
• Highlights revenue opportunities, for example upselling

• 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

• Adjust your pricing plans
• Know your customers and shape your service to their needs
• Focus on attracting, engaging, and retaining the most profitable users
• Maximize cross-selling and upselling opportunities

Average revenue per daily active user (ARPDAU)

Average revenue per user (ARPU)