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Аналитика / Продуктовые метрики

ARPU

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

Опубликовано: Обновлено:

АналитикаПродуктовые метрики

Формула

$$\text{ARPU} = \frac{R}{\text{MAU}}$$
bar-chart ARPU by segment

Segmented bars compare average revenue contribution per active user.

Use this when assessing monetization changes after pricing experiments.

Обозначения

$R$
Revenue in the period, currency
$MAU$
Monthly active users used as the user base, users

Условия применения

  • Revenue and user base must refer to same period and same currency.
  • Revenue recognition rules (gross vs net) must be consistent.
  • MAU must be greater than 0.

Ограничения

  • ARPU hides dispersion; a few top spenders can dominate the average.
  • Promotions and refunds can produce temporary distortions.
  • Cross-border products should use consistent FX treatment.

Подробное объяснение

ARPU divides total period revenue by active users, creating one comparable monetization number.

Как пользоваться формулой

  1. Choose MAU definition and keep it fixed.
  2. Use the same period for both numerator and denominator.
  3. Track per segment and compare over time.
  4. Pair with ARPPU to separate monetization from conversion.

Историческая справка

ARPU was adopted from telecom and ad metrics and later became core for app and game monetization dashboards.

Пример

If revenue is 240,000 and MAU is 40,000, ARPU = 240,000 / 40,000 = 6.

Частая ошибка

Mixing DAU with MAU as denominator in ARPU, which causes inconsistent scaling.

Практика

Задачи с решением

Basic ARPU

Условие. R = 120,000, MAU = 20,000.

Решение. \text{ARPU} = 120{,}000 / 20{,}000 = 6.

Ответ. 6

ARPU in cents/units

Условие. R = 85,000, MAU = 17,000.

Решение. \text{ARPU} = 85{,}000 / 17{,}000 = 5.

Ответ. 5

Дополнительные источники

  • AppsFlyer, Business Metrics Handbook
  • Nielsen Norman Group, Product Analytics Glossary

Связанные формулы

Аналитика

ARPPU

$\text{ARPPU} = \frac{R}{N_{\text{paying}}}$

ARPPU indicates average revenue for paying users only.

Аналитика

Basic LTV

$\text{LTV} \approx \text{ARPU} \cdot \text{Gross Margin} \cdot L$

A practical LTV estimate multiplies average revenue per user by gross margin and average customer life.

Аналитика

Customer Acquisition Cost (CAC)

$\text{CAC} = \frac{C_{\text{marketing}} + C_{\text{sales}}}{N_{\text{new customers}}}$

CAC shows how much marketing and sales spending is needed to acquire one new customer.