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.)

CPM indicates the price an advertiser pays for 1,000 impressions of their ad (mille is Latin for thousand).

App owners, marketers, and product managers

Advertisers and publishers

• 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

• Useful when you want to build awareness and recognition through maximum exposure
• No budget surprises – advertisers pay a fixed price for the impressions

• 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

• Compare costs for platforms, locations, and timings to determine the value of your impressions

Average revenue per daily active user (ARPDAU)

Cost per mille (CPM)