ARPPU
Also: Average Revenue Per Paying User
ARPPU (average revenue per paying user) is revenue divided by the number of users who paid in the period. It measures how much payers spend, independent of how many users pay.
ARPPU = Period revenue ÷ Paying users in period
ARPU equals ARPPU multiplied by the payer rate. Splitting them separates two different levers: pricing and offer design move ARPPU; onboarding, paywall placement, and acquisition quality move the payer rate.
In games ARPPU is dominated by a small number of high spenders, so the median payer is worth reporting alongside the mean.
Related terms
In Roasy
Roasy computes this across every ad network, Adjust, and RevenueCat on one screen — real revenue, cohort windows, and the same definition everywhere.