ARPU — the average revenue from a single active device (revenue from ad placement, in-app payments, subscriptions, and custom revenue).
It's determined as ratio of sum for report period Revenue to Active devices (for ARPU & ARPU CA) or New devices (for ARPU LT & ARPU AT)
ARPU shows revenue, not profit, it does not consider taxes or app stores fee
ARPU – Flow metric
ARPU CA – Current Attribution metric
ARPU LT – LifeTime metric
ARPU AT – Attribution Time metric
