Glossary/Mobile & App Marketing/Average Revenue Per Paying User (ARPPU)
Mobile & App Marketing
Average Revenue Per Paying User (ARPPU)
Revenue divided by the number of users who made a purchase, showing how much paying users spend.
By Brandon Mina·CEO, BrandPilot AI·Updated November 2026
Short answer
Average revenue per paying user (ARPPU) is total revenue divided by the number of users who made a purchase in a period. Unlike average revenue per user, it excludes non-paying users. ARPPU shows how much paying customers spend, helping app teams assess pricing, offers, and the value of their most engaged buyers.