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What is ARPPU in mobile subscriptions?

ARPPU stands for Average Revenue per Paying User. ARPPU is always higher than ARPU (average revenue per user) and usually represents how much revenue you get from a customer. It works best when you calculate it for long periods (e.g., a year) to normalize subscriptions of different durations. It's also useful to get ARPPU for each day to see the dynamics.

How to calculate ARPPU?

The ARPPU formula is super easy:

  1. Take the Revenue for a given period.
  2. Take a unique number of users who paid you (Subscribers).
  3. Divide the Revenue by the Subscribers.

How can Adapty help?

With Adapty, ARPPU is calculated automatically from raw transactions in addition to another subscription metrics. No server code required, works out of the box.

Realtime subscription metrics for iOS and Android