Glossary | A | Average Revenue Per User (ARPU)

What is ARPU?

Average Revenue Per User (ARPU) is an app metric which measures the average revenue each active user generates, with revenue including in-app advertising and in-app purchases. ARPU is calculated by summing up total app revenue and dividing it by the number of active users. High ARPU is an indication of successful app monetization ARPU = total app revenue/ number of active users.