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What is ARPPU?

ARPPU (Average Revenue per Paying User) is a measurement of the revenue generated by a single player during a specific period of time. Paying users are users who pay money to an app by subscribing, making in-app purchases, or paying for downloads. ARPPU is calculated as such:

Total revenue / number of paying users = ARPPU


Why’s ARPPU important?

ARPPU allows you to understand the value of paying users. ARPPU excludes non-paying users and makes it easier for app developers to focus on revenue. This is especially important for apps that have a small number of paying users.

Using ARPPU, you can determine which channels, networks, campaigns, and creatives attract your desired user base.


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