ARPU and ARPPU calculator
Average revenue per user and per paying user, plus the paying share.
Fill in the fields and the result will appear here automatically.
One supplied revenue amount is divided by two populations: all included users and their paying subset. This compares averages and payer share on a common period and revenue basis. Analytics platforms can use different numerators for ARPU and ARPPU, such as including advertising revenue only in ARPU. Their dashboard figures cannot automatically be reconciled using this calculator’s identity.
How it works
Formula and logic
For revenue R > 0, users U > 0 and payers P: ARPU = R/U. With P > 0, ARPPU = R/P, payer share = P/U, and ARPU = ARPPU × P/U before rounding. With P = 0, the ARPPU row is omitted and payer share is 0. Counts are actual whole users, not fractional attribution credits. Ordinary amounts and percentages use two decimal places.
Example
Revenue 500,000 monetary units, 12,500 users and 900 payers give ARPU 40.00, ARPPU 555.56 and payer share 7.20%. With 2,000 users who all pay and revenue 300,000, both averages are 150.00. A falling share need not mean fewer people: R=100, U=100, P=10 gives 10%; R=200, U=1000, P=15 gives 1.5%, although payers increased.
Fields and units
- Revenue for the common period — $
- Total users — unitless
- Of them paying — unitless
How to use
- — Define one revenue basis and one period, including a consistent refund policy for purchases.
- — Enter positive revenue and a positive whole count of distinct users in that population.
- — Paying users are a whole count from 0 to total users. Multiple purchases by one person still make one paying user.
- — Use a common currency without conversion. If the two metrics need different revenue types, calculate them separately.
Method and limitations
- Calculation method
- Formula and logic
- Data or methodology source
- Google Analytics: different revenue definitions for ARPU and ARPPU
- Limitation
- Two averages sharing an entered numerator. No profit calculation, reconstruction of platform-specific revenue types or payer-count forecast.
FAQ
Why check whether a dashboard uses a common numerator?
Different revenue types alter the payer-share identity. GA4 ARPPU uses purchase revenue, whereas ARPU can include advertising. Both ratios here deliberately use one supplied amount, which is a separate model.
What does rising ARPPU alongside falling ARPU imply?
With a common positive numerator and matched populations, payer share declines. The absolute payer count may still rise if total users grow faster. Two averages alone do not determine a head count.
Why is ARPPU omitted when paying users are zero?
It lacks a positive denominator. Positive revenue with no payers could be advertising revenue or another basis; ARPU can describe the entered ratio, but revenue per payer cannot be calculated.
Is ARPU always higher than average order value?
No. Order value divides revenue by orders; ARPU divides by users. The relationship depends on orders per user and inclusion of nonbuyers. Multiple orders by one person do not establish a universal inequality.
Which user population belongs in the denominator?
Define it in advance, for example active users in the same period rather than all historical registrations. Payers must be a subset of that population. Avoid mixing users, accounts, orders and reporting intervals.