ARPDAU is a mobile marketing metric used to measure how well your monetization strategies are working.
ARPDAU is a metric that tells you how much average revenue a daily active user generates for your mobile app. In essence, the metric proves whether your monetization tactics – whether ads, subscriptions, or in-app purchases – are working.
The higher the ARPDAU, the more effective your strategies are. The lower, the more necessary it is to change up your tactics in order to generate higher and more consistent revenue.
The formula for calculating ARPDAU is:
(Revenue from in-app purchases or ads that day) / (Number of unique active users that day)
ARPDAU measures the money you made on a given day from the users in your app. Since it isn’t influenced by churn or user dropoff, it can give you an accurate view of how well you’re able to earn from whatever number of users were using your app on a given day.