ARPPU — the average revenue received from a single paying device (revenue from ad placement, in-app payments, subscriptions and custom revenue).
It's calculated as a ratio of sum for report period Revenue to Paying audience (for ARPPU & ARPPU CA) or First time payers (for ARPPU LT & ARPPU AT).
The present index helps analyze the source of the traffic. The greater the ARPPU of a particular source, the more efficient it is.
ARPPU shows revenue, not profit, it does not consider taxes or app stores fee
ARPPU – Flow metric
ARPPU CA – Current Attribution metric
ARPPU LT – LifeTime metric
ARPPU AT – Attribution Time metric
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