Compare revenue per user against revenue per paying user.
ARPU spreads revenue across everyone, while ARPPU only counts payers, and their gap reveals how much free user base supports the business. A rising ARPU may just mean unpaid users dropped, so watching ARPPU and payer ratio together shows whether monetization is truly improving.
ARPU and ARPPU
ARPU = revenue / active users; ARPPU = revenue / paying users
ARPU = revenue / active users; ARPPU = revenue / paying users ARPU spreads revenue across everyone, while ARPPU only counts payers, and their gap reveals how much free user base supports the business.
A rising ARPU may just mean unpaid users dropped, so watching ARPPU and payer ratio together shows whether monetization is truly improving.
This calculator takes 3 inputs: Monthly revenue, Active users, Paying users. The pre-filled defaults are a realistic starting point — replace them with figures from your own environment for a result you can act on.