ARPU
ARPU (Average Revenue Per User) is the average revenue generated by a single user, including everyone who never paid a cent. It measures overall monetization of a traffic source or geo and is a quick way to compare campaigns against each other.
How ARPU is calculated
The formula is ARPU = total revenue / total number of users, not just paying ones. That's why ARPU is almost always lower than ARPPU — it spreads paying users' revenue across the whole audience, including everyone who installed the PWA and left.
Why ARPU matters in PWA arbitrage
ARPU is a handy way to compare geos and sources: a low ARPU in a Tier-3 geo is usually offset by a low CPI, while a high ARPU in Tier-1 comes with pricier traffic. APEX's push engine segmentation can reach users who installed the PWA but never paid and nudge them toward a first purchase, which pulls overall ARPU up.
FAQ
- How is ARPU different from ARPPU?
- ARPU is calculated across all users, while ARPPU only counts paying ones. ARPPU is therefore always higher and reflects the value of the paying segment specifically, not the whole audience.
- Why does ARPU matter when picking a geo?
- It shows how much revenue an average user who installs the PWA generates in that geo, letting you weigh it against CPI before scaling. Without ARPU, it's easy to scale a geo that's actually running at a loss.
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