ARPU
Also: Average Revenue Per User · ARPDAU
ARPU (average revenue per user) is revenue in a period divided by the number of users active in that period. ARPDAU is the same ratio computed per day.
ARPU = Period revenue ÷ Active users in period
ARPU is a health metric for the whole product, not an acquisition metric. It moves when monetization changes and when the user mix changes, so a rising ARPU can mean better pricing or simply fewer low-value users.
For UA decisions, prefer cohort LTV: it ties revenue to the users a specific campaign bought.
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.