App marketing metrics comparison

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

CVR is is a marketing metric that shows the percentage of times a user took a desired action, such as downloading an app or making a purchase.

App owners, marketers, and product managers

Advertisers and publishers

• 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 the effectiveness of a piece of content
• Highlights any weaknesses in the marketing funnel

• 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

• Set clear goals for each piece of content
• Localize content to accommodate a global audience
• Sharpen your messaging and build in a clear, attention-grabbing call to action
• Keep testing and refining your creatives

Average revenue per user (ARPU)

Conversion rate (CVR)