App marketing metrics comparison

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

Your churn rate is the percentage of users who stop using your product or service within a defined timescale.

App owners, marketers, and product managers

App owners, marketers, and product managers

• Good indicator of business health and profitability
• Helps you optimize your marketing strategy and refine tactics to maximize profitability
• Highlights revenue opportunities, for example upselling

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

• Adjust your pricing plans
• Know your customers and shape your service to their needs
• Focus on attracting, engaging, and retaining the most profitable users
• Maximize cross-selling and upselling opportunities

• Improve the user experience and invest in customer service
• Gather user feedback to improve your offering
• Ensure your ad messaging aligns with the product experience (set realistic expectations)
• Review your audiences and channels to ensure you’re reaching your ideal users

Average revenue per user (ARPU)

Churn rate