ARPU (d)

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

ARPUFlow metric
ARPU CACurrent Attribution metric
ARPU LTLifeTime metric
ARPU ATAttribution Time metric