Average revenue per user (ARPU)
Average revenue per user (ARPU) is how much money your app makes per person in a period, counting everyone, not only those who paid.
Also called ARPU, ARPPU, Average revenue per paying user.
In plain words
Fern made $0.06 per person who used it this month, and $14.90 per person who paid.
How Apparent would say it about Fern, an example app in the live demo.
How it's worked out
ARPU = revenue ÷ all active users in the period. ARPPU (per paying user) = revenue ÷ people who paid.
Good to know
ARPU tells you what an average person is worth to you, which is what you compare with what it costs to get one. ARPPU tells you what payers spend.
They move for different reasons. More people paying raises ARPU but can leave ARPPU flat; a price rise raises ARPPU even if fewer people pay.
Use proceeds (what you keep) rather than gross sales, or every number will look about a fifth better than it is.
Where the number comes from
Money from RevenueCat or the stores; people from your app's own events.