Glossary of Marketing Terms |ARPU (Average Revenue Per User)

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Appgain Knowledge Hub for Digital Marketers

ARPU (Average Revenue Per User)

What’s ARPU (Average Revenue Per User)?

Being a vital metric for marketers, product managers, and executives, ARPU is a measurement that determines how much money mobile apps generate from a single customer on average. When you know the ARPU of your lowest and highest valued users, you can optimize your marketing activities based on which campaigns are performing well. Additionally, ARPU complements metrics such as cost per install (CPI) and cost per action (CPA). You can calculate ARPU as such:

Revenue generated in the previous month/number of users

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