How to use the app ARPPU calculator
ARPPU (average revenue per paying user) shows how much one paying user spends on average. The decisive difference from ARPU is the denominator: not all users, but the unique users who paid at least once in the same period. Revenue and paying users alone give you ARPPU; add total active users and you also get the payer conversion rate and ARPU.
The three metrics sit in one relationship: ARPU = ARPPU × payer conversion rate. When ARPU is low, you need to know whether payers spend too little or too few people pay at all, because the fix differs. The first points to pricing, bundles and higher tiers; the second to onboarding and first-purchase prompts.
Do not mix periods. Monthly revenue divided by daily payers inflates ARPPU badly. Decide up front whether you use net revenue after refunds and store fees or gross billings. A healthy ARPPU depends heavily on app category and monetization model, so comparing your own trend over time is more useful than comparing to an outside average.
Frequently asked questions
The denominator differs. ARPU divides by all active users, while ARPPU divides only by users who paid. If the payer conversion rate is 5%, ARPPU is 20 times ARPU.
No. If one person pays three times, that is 3 transactions but 1 paying user. Count unique payers so ARPPU is not inflated.