ARPU Calculator

How it is calculated

ARPU is a plain division: ARPU = total revenue ÷ number of users. The revenue is the money earned in the period you are measuring (a month, quarter or year) and users is the count of users in that same period. The result is revenue per user for that period, shown with two decimals and a dollar sign, which is a display symbol only; if your revenue is in another currency, read the answer in that currency. The number of users must be above zero. The tool accepts any revenue, including zero or a negative number (for example after refunds), and does not warn you. It uses whatever user count you supply, so deciding who counts as a user (all registered, active in the period, or paying only) is up to you, and that choice changes the meaning of the number a lot.

Common mistakes

• Mixing periods, such as annual revenue divided by monthly active users. Revenue and users must cover the same time span.
• Dividing by all registered accounts, including inactive ones, then comparing with a benchmark based on active users.
• Confusing ARPU with ARPPU. ARPU divides by every user; ARPPU divides only by paying users and is much higher in free-to-play products.
• Using net revenue for one period and gross revenue (before store fees or refunds) for another, so the trend looks like a change that did not happen.
• Treating the average as typical. A few big spenders can lift ARPU while most users pay nothing.