Result
ARPPU
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This calculation is for informational purposes only and does not replace advice from a qualified professional. Formulas and rates may not fit your exact situation — double-check the figures before making decisions.
How it is calculated
ARPPU = revenue for the period ÷ number of paying users over that same period. The denominator counts only users who actually paid, so ARPPU is always greater than or equal to ARPU, whose denominator includes all active users, paying or not.
The gap between ARPU and ARPPU shows what share of users are monetized at all. If ARPU is much lower than ARPPU, only a small slice of the audience pays — normal for freemium models, but worth knowing the scale of the gap so reach isn't confused with actual revenue.
ARPPU is useful for gauging how much an already-acquired, monetized customer brings in on average — for example, comparing different pricing tiers or segments of paying users against each other. For planning revenue across the whole user base, including non-payers, ARPU is more informative.