App marketing metrics comparison

ARPPU shows how much money, on average, a single paying user generates over a set period of time.

CVR is is a marketing metric that shows the percentage of times a user took a desired action, such as downloading an app or making a purchase.

App owners, marketers, and product managers

Advertisers and publishers

• Isolates paying users in a freemium model, so you can focus on revenue
• Helps you understand characteristics of paying users so you can attract lookalikes
• Informs campaign decisions around the most effective creatives and channels

• Shows the effectiveness of a piece of content
• Highlights any weaknesses in the marketing funnel

• Convince non-paying users to become paying ones
• Reward and incentivize your “whales” who spend the most
• Adjust your pricing models to encourage higher spend
• Experiment with different ad formats – test different placements, or try playable or rewarded ads

• Set clear goals for each piece of content
• Localize content to accommodate a global audience
• Sharpen your messaging and build in a clear, attention-grabbing call to action
• Keep testing and refining your creatives

Average revenue per paying user (ARPPU)

Conversion rate (CVR)