ARPPU (Average Revenue Per Paying User) measures the average revenue generated from users who actually make payments. Unlike ARPU, which includes all users, ARPPU focuses only on monetizing users.
Focuses on actual paying users, measuring true revenue performance rather than averages diluted by non-payers.
Shows which campaigns bring high-value users, helping allocate budget efficiently.
Understanding spending behavior helps refine pricing and features that encourage higher payments.
In apps where only a small fraction pay, ARPPU identifies how much those users truly contribute.
ARPPU = Total Revenue ÷ Number of Paying Users
If your app generated $60,000 in one month from 3,000 paying users:
$60,000 ÷ 3,000 = $20 ARPPU
Average Revenue Per Paying User—the average revenue from users who make payments.
ARPPU only counts paying users; ARPU includes all users (paying and non-paying).