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.)

MAU measures the number of unique users who engage with your app over the course of a month.

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

• Indicates engagement and retention over time
• Shows the effectiveness of your marketing activities and user experience
• Helps you assess current and potential growth

• 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

• Optimize your onboarding strategy so users understand the true value of your app
• Engage and re-engage users through multiple channels: push notifications, in-app notifications, emails, and SMS
• Use deep links for a seamless user experience

Average revenue per daily active user (ARPDAU)

Monthly active users (MAU)