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

ARPPUFlow metric
ARPPU CACurrent Attribution metric
ARPPU LTLifeTime metric
ARPPU ATAttribution Time metric