ARPPU
ARPPU (Average Revenue Per Paying User) is the average revenue calculated only across users who actually paid, excluding everyone who installed the PWA and never converted to a purchase. It shows the real value of the quality segment of your traffic.
How ARPPU is calculated
The formula is ARPPU = total revenue / number of paying users only. Since the denominator excludes non-payers, ARPPU is always higher than ARPU and more precisely reflects what a converting user is worth.
ARPPU in PWA arbitrage
A high ARPPU alongside a low pay rate is typical for iGaming and nutra — the source brings in fewer users, but the ones who convert are high-value. APEX split-tests help find the creative-plus-prelander combo that attracts exactly that paying segment, instead of a pile of cheap installs that never monetize.
FAQ
- How does ARPPU help judge traffic quality?
- It isolates the value of users who actually pay, regardless of total install volume. A source with few installs but a high ARPPU can outperform a high-volume source with a low average check.
- What should you do if ARPPU is low?
- First check whether the source is bringing in random, off-target traffic — low ARPPU usually comes paired with a low pay rate. From there, testing a different prelander or narrowing targeting toward a paying audience is the next step.
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