App marketing metrics comparison

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

Your uninstall rate is the percentage of users who remove your app from their device within a defined timeframe.

App owners, marketers, and product managers

App owners, marketers, and product managers

• 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 how effective you are (or not) at retaining users
• Provides insight into when and why users leave, so you can improve the overall experience
• Can highlight issues in the marketing funnel, eg poor targeting or an ill-defined proposition

• 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

• Identify the point where users uninstall and improve that part of the journey
• Improve your onboarding to keep users engaged
• Test app functionality and optimize it based on feedback
• Review your channels and creatives to ensure the app is meeting expectations

Average revenue per paying user (ARPPU)

Uninstall rate