ARPPU Calculator
Calculate average revenue per paying user (ARPPU) and compare it with blended ARPU across all users — the pair that reveals both monetization depth and conversion.
How it works
ARPPU = total revenue ÷ paying users · Blended ARPU = total revenue ÷ total active users · Paying share = paying ÷ active × 100
ARPPU divides revenue only among users who actually pay, so it measures how much money you extract from a converted customer — independent of how many free users you carry. Blended ARPU spreads the same revenue across every active user, which is far lower whenever a big free tier exists. Comparing the two separates two levers: ARPPU is about pricing and upsell depth, while the gap between ARPPU and ARPU is driven by your free-to-paid conversion rate.
Worked example
$48,000 in revenue from 1,200 paying users is an ARPPU of $40. Spread across 20,000 total active users, blended ARPU is just $2.40, because only 6% of users pay.
Frequently asked questions
How is ARPPU different from ARPU?
ARPU divides revenue by all users (or all active users); ARPPU divides it only by paying users. ARPPU is always the higher of the two whenever you have any non-paying users, and it isolates monetization from conversion.
Which metric should freemium apps watch?
Both. ARPPU tells you whether your paid pricing is strong, while the gap to blended ARPU tells you whether enough free users are converting. Improving one without the other leaves money on the table.
Does ARPPU include one-time purchases?
It can — use whatever revenue base matches your question. For subscriptions, use recurring revenue in a period; for a game or app with in-app purchases, include those to see true revenue per payer.
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Educational estimate, not financial advice.