Average Revenue Per User (ARPU) Calculator
Calculate the average revenue generated per active user, subscriber, or account over a defined period.
Calculate Average Revenue Per User (ARPU)
Average Revenue Per User (ARPU) Formulas & Reverse Equations
Use these standard and algebraic reverse formulas in spreadsheets, agency decks, or media plans:
Solve for ARPU
ARPU = Total Revenue ÷ Total UsersSolve for Total Revenue
Total Revenue = Total Users × ARPUSolve for Total Users
Total Users = Total Revenue ÷ ARPUUnderstanding Average Revenue Per User (ARPU)
Average Revenue Per User (ARPU) — also expressed as Average Revenue Per Account (ARPA) in B2B — measures how effectively your product monetises its active user base through subscriptions, in-app purchases, transactions, or ad impressions.
When to Use Average Revenue Per User (ARPU)
Use ARPU when benchmarking mobile app monetisation, evaluating pricing tier changes, or modelling how much you can afford to pay per user install (CPI/CPA).
Industry Benchmarks & Planning Context
Always state the time window alongside ARPU (e.g. Monthly ARPU vs Annual ARPU, or Day-30 ARPU for mobile app cohorts).
Frequently Asked Questions About ARPU
How is Average Revenue Per User (ARPU) calculated?
Divide the total revenue generated during a specific timeframe (such as a month or year) by the total number of active users during that same period: ARPU = Total Revenue ÷ Total Users.
What is the difference between ARPU and ARPPU?
ARPU divides revenue by all active users (including free-tier users), whereas ARPPU (Average Revenue Per Paying User) divides revenue strictly by users who completed a payment.