Glossary term

ARPU

What is ARPU?

ARPU, or average revenue per user, is anapp metricwhich measures the average revenue each active user generates, with revenue includingin-app advertisingandin-app purchases.

How to calculate ad revenue per user (ARPU)

ARPU is calculated by summing up total app revenue, and dividing it by the number of active users. High ARPU is an indication of successful app monetizationARPU = total app revenue/ number of active usersironSource’sad mediation platform includes reporting for ARPU and ad revenue measurement data.

Related terms

App LTV

LTV, or lifetime value, is a key metric which estimates the revenue a single user generates throughout their lifetime using an app. Ultimately, LTV predicts a user’s monetary value over time.

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ARPDEU

ARPDEU (Average Revenue Per Daily Engaged User) is calculated by dividing total revenue by total engaged users.

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App Session

An app session measures how frequently users interact with an app. Higher frequencies mean users are more engaged.

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