ARPU vs ARPPU
ARPU and ARPPU are easy to mix up. Here are both definitions from the HighRisk Media glossary side by side.
Comparison table
| Term | ARPU | ARPPU |
|---|---|---|
| Full name | Average Revenue Per User | Average Revenue Per Paying User |
| In short | ARPU (Average Revenue Per User) is the average revenue per user over a chosen period: total revenue divided by the number of users. | ARPPU is average revenue per paying user: total revenue for a period divided by the number of users who made at least one payment in that same period. |
| Verticals | Gambling, Betting, Crypto, Fintech, Dating, Nutra | Gambling, Betting, Crypto, Fintech, Dating, Nutra |
What is ARPU?
ARPU shows how much one user of a product brings in on average per day, week or month. The metric is used to compare monetization across traffic sources, geos, offers and periods, and to understand whether acquiring a player, depositor or subscriber pays off.
What is ARPPU?
ARPPU (Average Revenue Per Paying User) shows how much one player or customer who made at least one payment during the selected period brings in on average. Unlike ARPU, the denominator includes only paying users, not all active users.