How to use the in-app purchase conversion calculator
In-app purchase conversion rate is paying users ÷ total active users. The number changes completely depending on the denominator, so this calculator asks you to pick the basis first (DAU, MAU or unique users in the period) and prints that basis in every result label. Enter unique payers, not transaction count.
Add a target rate and the calculator shows the gap in percentage points, and only when you are below target does it show how many extra paying users you need. Averages differ widely by app category, monetization model and country, so this tool uses no outside benchmark and judges only against the target you enter.
What usually moves this rate is friction at the paywall: steps to first purchase, price points, payment methods and the limits of the free tier. This metric is the link between ARPPU (revenue per paying user) and ARPU (revenue per active user), so tracking all three together tells you which one moved your revenue.
Frequently asked questions
Pick one basis and stay with it. MAU works for month-over-month comparison, DAU for tracking daily shifts. Switching the basis can change the rate several times over for the same app.
ARPU = ARPPU x purchase conversion rate. Even if revenue per payer stays flat, doubling the conversion rate doubles revenue per active user.