App marketing metrics comparison

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

ROAS measures how much revenue was earned from advertising in comparison to how much budget was spent on it.

App owners, marketers, and product managers

App owners and marketers

• 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

• Good indicator of overall campaign performance
• Guides decisions on budgets, channels, and creatives
• Provides a snapshot for simple reporting

• 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

• Test and optimize your creatives, channels, and landing page
• Lower your ad cost by improving your quality score and using smarter bidding strategies
• Re-engage high-value users
• Analyze user behavior and look to optimize campaigns based on predictive analytics

Average revenue per user (ARPU)

Return on ad spend (ROAS)