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Аналитика / Продуктовые метрики

ARPPU

ARPPU indicates average revenue for paying users only.

Опубликовано: Обновлено:

АналитикаПродуктовые метрики

Формула

$$\text{ARPPU} = \frac{R}{N_{\text{paying}}}$$
bar-chart ARPPU by channel

Shows payment intensity differences by marketing channels and campaign cohorts.

A rise in ARPPU may occur with stable conversion, or with premium customer mix changes.

Обозначения

$R$
Total revenue in period, currency
$N_{\text{paying}}$
Number of paying users in period, users

Условия применения

  • All paid events should be included consistently (subscriptions, in-app purchases, ads exclusions if specified).
  • Use the same revenue definition as in ARPU.
  • Paying users count can include duplicates only if deduplicated by user id.

Ограничения

  • ARPPU is not comparable across freemium and paid-only products without normalization.
  • Promotions and seasonal purchases can create short spikes.
  • Currency and tax treatment must be consistent.

Подробное объяснение

ARPPU helps isolate transaction depth from activation/conversion volume.

Как пользоваться формулой

  1. Count all revenue and unique paying users for the period.
  2. Divide revenue by paying users.
  3. Benchmark against ARPU to understand conversion quality.
  4. Segment by campaign or product area.

Историческая справка

ARPPU naturally emerged with freemium and in-app purchase reporting in game and app ecosystems.

Пример

Revenue 150,000 and 3,000 paying users -> ARPPU = 150,000 / 3,000 = 50.

Частая ошибка

Dividing by total users instead of paying users, which underestimates willingness-to-pay among converters.

Практика

Задачи с решением

ARPPU from subscriptions

Условие. R = 44,000, paying users = 800.

Решение. \text{ARPPU} = 44{,}000 / 800 = 55.

Ответ. 55

Higher spend scenario

Условие. R = 120,000, paying users = 1,200.

Решение. \text{ARPPU} = 120{,}000 / 1{,}200 = 100.

Ответ. 100

Дополнительные источники

  • RevenueCat, In-app Monetization Metrics
  • App Annie, Freemium KPIs Guide

Связанные формулы

Аналитика

ARPU

$\text{ARPU} = \frac{R}{\text{MAU}}$

ARPU is average revenue produced per active user in a period.

Аналитика

Activation rate

$\text{Activation Rate} = \frac{N_{\text{activated}}}{N_{\text{registered}}}\cdot100\%$

Activation rate tracks how many new registrants reach a predefined value moment.

Аналитика

Conversion funnel step rate

$\text{CR}_{i\to i+1}=\frac{U_{i+1}}{U_i}\cdot100\%$

Step conversion shows how efficiently users move from one funnel stage to the next.