Appsflyer metrics

App marketing metrics comparison

Find out how your mobile app campaigns are performing compared to your competitors with the industry’s most comprehensive benchmarking data

Start comparing
VS

Average revenue per user (ARPU) VS Lifetime value (LTV)

Description
Average revenue per user (ARPU)
ARPU shows how much money, on average, a single user generates over a set period of time.
Lifetime value (LTV)
LTV is an estimate of the average revenue a user will generate over the time they use your product.
Target audience
Average revenue per user (ARPU)
App owners, marketers, and product managers
Lifetime value (LTV)
App owners, marketers and product managers
Benefits
Average revenue per user (ARPU)

• 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

Lifetime value (LTV)

• Helps with forecasting and strategic campaign decisions
• Shows you where to focus activity for UA and re-engagement
• Boosts profitability

How to calculate
Average revenue per user (ARPU)
Total revenue in time period X
Number of users in time period X
Lifetime value (LTV)
Average purchase size x Number of purchases x Retention period
How to improve it?
Average revenue per user (ARPU)

• 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

Lifetime value (LTV)

• Keep improving overall user experience, from onboarding to purchase and support
• Connect LTV to attribution data
• Encourage upselling and cross-selling
• Use push notifications to re-engage users, and build loyalty through earned media

Read more
Average revenue per user (ARPU)
Lifetime value (LTV)

Ready to start working with the
most trusted name in the industry?

Contact sales Sign up free