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Average Revenue Per Daily Active User

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In the world of mobile app monetization, there is a critical metric that every app developer and marketer needs to understand – the Average Revenue per Daily Active User (ARPDAU). ARPDAU measures how much revenue a mobile app generates from each of its daily active users on average. This metric paints a vivid picture of how much revenue each engaged user generates on a daily basis.

Let’s dive in and unravel the significance of ARPDAU, explore its calculation methods, and discover strategies to enhance this pivotal metric, ultimately paving the way to app monetization success.

1. What is ARPDAU?

ARPDAU stands for Average Revenue per Daily Active User. It is a key performance indicator that measures the average amount of revenue a mobile app generates from each of its daily active users. The formula for calculating ARPDAU is:
ARPDAU = Total Revenue / Daily Active Users
For instance, if an app generates $1,000 in revenue and has 10,000 daily active users, its ARPDAU would be $0.10.

2. Why is ARPDAU important?

It is an essential metric for app developers and marketers because it indicates how well an app is monetizing its user base. By tracking ARPDAU, app owners can determine how much revenue each user is generating, which can help them optimize their monetization strategies, improve user engagement, and maximize their ROI.

Moreover, it is a more accurate metric than other revenue metrics like Revenue per User (RPU) or Average Revenue per User (ARPU) because it focuses on daily active users. This is significant because it represents the revenue derived from users who actively and consistently engage with the app on a daily basis, making them a more valuable user segment compared to sporadic or occasional users.

3. How to calculate ARPDAU?

Calculating ARPDAU is relatively straightforward. You should divide the total revenue generated by your app by the number of daily active users. The formula is as follows:
ARPDAU = Total Revenue / Daily Active Users
For example, if an app generates $10,000 in revenue and has 5,000 daily active users, its ARPDAU would be $2.

4. How to improve ARPDAU?

Improving ARPDAU requires a combination of strategies aimed at increasing user engagement, monetization, and retention. Here are a few ways to achieve this goal:

Increase user engagement

Increasing user engagement is crucial as it directly impacts users’ willingness to make in-app purchases and encourages users to spend more on the app. To increase user engagement, consider offering personalized experiences, creating a loyalty program, or introducing new features that cater to your target audience.

Monetize more effectively

There are multitude ways to monetize a mobile app, including in-app purchases, subscriptions, and advertising. To enhance ARPDAU, it is advisable to explore diverse monetization approaches and assess their effectiveness in relation to your specific app.

For instance, if you are promoting a gaming app, you could offer a premium version of the game that includes additional levels or features. Alternatively, you could offer in-app purchases that provide users with virtual currency they can use to buy upgrades or power-ups.

Improve user retention

As users’ app engagement increases, their likelihood of making monetary transactions within the app also rises. To enhance user retention, one can implement strategies such as sending push notifications as reminders, providing incentives for regular app usage, and offering personalized recommendations tailored to users’ usage patterns.

Experiment with pricing strategies

To optimize ARPDAU, it is essential to acknowledge the diverse preferences of users regarding pricing. Conducting experiments with various pricing strategies can help identify the most effective approach for your app, such as offering time-limited discounts or bundled deals comprising multiple products or services.

5. What are the limitations of ARPDAU?

Although ARPDAU is a valuable metric for measuring app monetization, it has some limitations. For example, it doesn’t take into account the cost of acquiring new users, which can significantly impact the overall profitability of the app. Additionally, ARPDAU doesn’t reflect the revenue generated by users who are not active on a daily basis, which can be a significant segment of users for some apps.

6. Examples of ARPDAU in different industries

ARPDAU can vary significantly across different industries. Here are some examples of ARPDAU in different sectors:

  1. Mobile Gaming
    When it comes to generating revenue from apps, the mobile gaming industry stands out as one of the most lucrative industries. According to Sensor Tower, the average ARPDAU for mobile games in the US is $0.15.
  2. Social Networking
    Social networking apps generate revenue primarily through advertising. The average ARPDAU for social networking apps is around $0.02.
  3. eCommerce
    eCommerce apps generate revenue through sales and advertising. The average ARPDAU for eCommerce apps is around $0.05.

7. How can ARPDAU impact app valuation?

ARPDAU is an essential metric for investors who are evaluating the potential value of a mobile app. A high ARPDAU indicates that the app is effectively monetizing its user base and has a higher likelihood of generating significant revenue over time.

8. What are some pitfalls to be mindful of when measuring ARPDAU?

When measuring ARPDAU, it’s essential to avoid certain mistakes that can skew the results which includes:

  1. Not accurately tracking daily active users
  2. Failing to account for refunds or chargebacks
  3. Including revenue from sources other than the app itself

9. ARPDAU vs ARPU – What’s the difference?

As mentioned earlier, ARPDAU focuses specifically on daily active users, while ARPU measures the average revenue generated by each user, regardless of how frequently they use the app. ARPDAU is typically a more accurate metric for measuring app monetization because it reflects the revenue generated by users who are actively engaging with the app on a daily basis.

10. Conclusion

In conclusion, ARPDAU is a critical metric for app developers and marketers looking to
maximize their app’s monetization potential. By understanding the factors that impact ARPDAU, such as user engagement, monetization strategies, and pricing, developers can take steps to improve this metric and ultimately increase their app’s profitability.

It’s important to keep in mind that ARPDAU is just one of many metrics that app developers should be tracking to ensure the success of their app. By analyzing multiple metrics like user acquisition costs, retention rates, and overall revenue, developers can gain a holistic view of their app’s performance, enabling them to identify areas that require improvement and make informed decisions to enhance its success.

In conclusion, while ARPDAU is a valuable metric for evaluating app monetization, it is essential to consider other metrics in combination to obtain a comprehensive understanding of an app’s overall performance. By focusing on user engagement, experimenting with monetization strategies, and analyzing pricing strategies, app developers can increase ARPDAU and ultimately improve the profitability of their app.


  1. What is ARPDAU, and why is it important?
    ARPDAU, or Average Revenue per Daily Active User, is a financial metric that measures the average revenue generated by each user who engages with a mobile app on a daily basis.It holds significant importance as it offers valuable insights into the effectiveness of app monetization, user engagement, and overall financial performance.
  2. How is ARPDAU calculated?
    ARPDAU is calculated by dividing the total revenue generated within a specific time period by the number of daily active users during the same period. The result represents the average revenue generated per user per day.
  3. What factors can influence ARPDAU?
    Several factors can influence ARPDAU, including the pricing structure of in-app purchases or subscriptions, the engagement level of users, the effectiveness of monetization strategies, and the overall user experience within the app.
  4. How can businesses improve their ARPDAU?
    To improve ARPDAU, businesses can focus on strategies such as optimizing pricing models, offering compelling in-app purchases or subscriptions, enhancing user engagement through personalized experiences, implementing targeted marketing campaigns, and continuously monitoring and analyzing user behavior and preferences.
  5. What insights can ARPDAU provide to app developers and marketers?
    ARPDAU can provide valuable insights to app developers and marketers regarding the financial performance of their app, the effectiveness of their monetization strategies, the impact of updates or changes in the app on revenue generation, and the identification of high-value user segments for targeted marketing and retention efforts. These insights can guide decision-making and drive the app’s profitability and success.
  6. How can ARPDAU be used to evaluate the success of app monetization strategies?
    ARPDAU serves as a key indicator of the effectiveness of app monetization strategies. By comparing ARPDAU over different time periods or across different user segments, app developers and marketers can assess the impact of pricing changes, promotional activities, feature updates, or user experience enhancements on revenue generation.
  7. Can ARPDAU help in identifying user engagement trends?
    Yes, ARPDAU can provide insights into user engagement trends. By monitoring ARPDAU alongside other engagement metrics, such as session length, retention rate, or specific feature usage, businesses can identify patterns and correlations that highlight the impact of user engagement on revenue generation.
  8. What role does user segmentation play in analyzing ARPDAU?
    User segmentation is crucial in analyzing ARPDAU as it helps identify different user groups and their respective revenue contributions. By segmenting users based on demographics, behaviors, or purchasing patterns, businesses can tailor monetization strategies to each segment and optimize ARPDAU accordingly.
  9. How can businesses leverage ARPDAU to inform pricing decisions?
    ARPDAU can guide businesses in determining optimal pricing strategies for in-app purchases or subscriptions. By analyzing ARPDAU alongside pricing tiers, businesses can gauge user willingness to pay, evaluate the value proposition of different offerings, and adjust pricing structures to maximize revenue and profitability.
  10. Are there industry benchmarks available for ARPDAU?
    While industry benchmarks for ARPDAU can vary based on factors such as app category, target audience, and market dynamics, some resources provide general benchmarks for specific app sectors. However, it’s important to consider individual app context, user behavior, and competitive landscape while interpreting and setting goals based on benchmarks.
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