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.)

Retention rate measures the percentage of customers or users your business or product retains (keeps) over a given period.

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

• Helps you understand the performance of your app and particular campaigns
• Helps you determine why users leave, so you can reduce churn and increase lifetime value
• Useful in analyzing customer service

• 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

• Set realistic user expectations
• Gather user feedback and use product data to analyze behavior
• Map out your user journeys and improve onboarding
• Keep re-engaging with users and reward loyalty

Average revenue per daily active user (ARPDAU)

Retention rate