What is ARPDAU? 

ARPDAU stands for Average Revenue Per Daily Active User, and is a metric used to measure an app’s monetization performance on a daily basis. This includes revenue generated from different sources an app may have such as in-app purchases (IAPs), ads (IAA), and subscriptions.

How do you calculate ARPDAU? 

ARPDAU is calculated by dividing the app’s total daily revenue by the number of total daily active users. 

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When do you measure ARPDAU? 

There are several key times and scenarios you should measure ARPDAU, in addition to using it to track your ongoing app performance. 

• When making changes to the app: Measure ARPDAU before and after, and/or during A/B testing of a new feature to monitor how the updates affect your app revenue.
• When using multiple revenue sources: Utilize this metric to get a comprehensive overview of revenue generated through different sources.
• During important UA campaigns: Monitor cohort-specific ARPDAU to during big UA campaigns to evaluate the campaign’s effectiveness in driving daily revenue, ROAS, and user engagement.