App marketing metrics comparison

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

CPA is a pricing model in which marketers pay ad networks or media sources when a user takes a particular action (such as completing a purchase or registration) inside of an app, after engagement with an ad.

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

• Helps with attribution – shows which sources drive action for pure performance measurement
• Shows the value of users further down the funnel
• For media sources, attracts high-performance marketers

• 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

• Make sure you’re reaching the right audience
• Improve your creative to drive action
• Raise your ad quality score
• Protect yourself from fraud

Average revenue per paying user (ARPPU)

Cost per action (CPA)