App marketing metrics comparison

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

CPV is a pricing model for video ads, where an advertiser pays the publisher each time a user views their video.

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

• Cost effective – advertisers only pay for full views (or a set duration)
• Indicates whether users find your video ads engaging

• 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

• Measure CPV alongside other metrics (CPM, CPI, CPCV) for the full picture
• Optimize your video ad campaigns – refine targeting, landing pages, and keywords
• Create high-quality, interesting videos
• Test different versions with your audience

Average revenue per paying user (ARPPU)

Cost per view (CPV)