Appsflyer metrics

App marketing metrics comparison

App marketing is all about the data - but how do you know what to measure? Quickly compare metrics to be sure you're tracking what matters, giving you confidence in your campaign decisions.

Start comparing
VS

Average revenue per paying user (ARPPU) VS Retention rate

Description
Average revenue per paying user (ARPPU)
ARPPU shows how much money, on average, a single paying user generates over a set period of time.
Retention rate
Retention rate measures the percentage of customers or users your business or product retains (keeps) over a given period.
Target audience
Average revenue per paying user (ARPPU)
App owners, marketers, and product managers
Retention rate
App owners, marketers and product managers
Benefits
Average revenue per paying user (ARPPU)

• 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

Retention rate

• 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

How to calculate
Average revenue per paying user (ARPPU)
Total revenue in time period X
Number of paying users in time period X
Retention rate
Number of users at end of period - Number of users acquired during period
Number of users at start of period
x 100
How to improve it?
Average revenue per paying user (ARPPU)

• 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

Retention rate

• 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

Read more
Average revenue per paying user (ARPPU)
Retention rate
Background
Get the latest benchmark updates and stay connected