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ARPU calculator

Compute the average revenue per user from total revenue and number of users.

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The ARPU calculator turns Total revenue, Number of users into Average revenue per user, instantly and for free. For instance, with Total revenue = $100,000.00 and Number of users = 5,000 it returns Average revenue per user = $20.00.

How to use it

  1. Enter your values: Total revenue, Number of users.
  2. Read the result instantly: Average revenue per user.

Frequently asked questions

What does the ARPU calculator actually compute?

It takes Total revenue and Number of users and derives Average revenue per user from them. The calculation is live as you type, so the result updates on every change.

What information do I need to provide?

2 values: Total revenue ($) and Number of users. Nothing else is required — no account, no file upload.

Can you show a worked example?

With Total revenue = $100,000.00 and Number of users = 5,000, the calculator returns Average revenue per user = $20.00. Those figures come from running this exact tool, so you can reproduce them by entering the same values.

When would I actually use this?

Before and after a campaign: turning a target into a daily budget, comparing two channels on the same basis, and deciding whether the return justifies continuing.

What is the most common mistake?

Judging ROAS without subtracting the cost of goods. A 3× return on ad spend is a loss whenever the margin is under a third — the ratio says nothing about profit on its own.

What is the difference between the ARPU calculator and the Average order value (AOV) calculator?

This one returns Average revenue per user; the Average order value (AOV) calculator returns Average order value. That is the whole difference — open the one whose figure you need.

Is there a tool for the next step?

Impressions from reach and frequency is the closest one after this: Calculate total ad impressions from unique reach and average frequency.

What else is worth having open alongside it?

Lead-to-customer rate calculator and NPS calculator — they come up in the same task often enough to be worth a second tab.

Where do the figures come from, and how current are they?

The formulas are the industry-standard ones every ad platform uses; the inputs come from your own reporting. Platforms differ in attribution window and in what counts as a conversion, so figures rarely reconcile exactly between them.

Further reading

All guides →
ExplainerARPU and the Averages That Hide Your BusinessAverage revenue per user is a mean over a distribution with no middle, divided by a denominator nobody defines. Here is the same month of revenue read five ways, and two opposite businesses landing on exactly the same ARPU.ExplainerMRR and the Arithmetic of Recurring RevenueMonthly recurring revenue is a normalised run rate, not revenue earned. Normalise it wrong and every downstream number is wrong. Here is the movement analysis that explains the figure, and why net revenue retention decides whether growth compounds.ExplainerWhat Is a Break-Even ROAS? (And How to Find Yours)ROAS is revenue divided by ad spend. Learn what break-even ROAS means, how to find it from your profit margin, and why a ROAS above 1 can still lose money.ExplainerCPM, CPC and CPA Explained: Which Ad Metric Matters?Understand cost per mille, cost per click and cost per acquisition — how each is calculated, how they relate, and which one to optimize for at each stage of a campaign.ComparisonCPM vs CPC: What You Are Actually Paying ForCPM and CPC are not two prices for the same thing. They are the same auction seen from two sides, and click-through rate is the exchange rate between them — so the cheaper option flips as soon as CTR moves.How-toHow to Calculate NPS: The Formula, a Worked Score, and What It HidesPercentage of promoters minus percentage of detractors. Passives sit in the denominator and nowhere else, the result runs from −100 to +100, and it is not a percentage despite looking like one.