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.)

eCPM is the actual revenue earned by a publisher for every 1,000 ad impressions displayed on their app.

App owners, marketers, and product managers

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

• Provides a universal measurement of revenue per served impression
• Helps optimize revenue streams
• Good for evaluating the impact of app changes, and comparing against monthly/annual performance

• 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

eCPM depends on multiple factors including ad placement, geography, user engagement, ad format and channel, and seasonality.

Average revenue per daily active user (ARPDAU)

Effective cost per mille (eCPM)