I Tracked Revenue Per User for 6 Months — Here's Why ARPU Beats ARPPU for Channel Decisions 2026

May 27, 2026 · 6:31 AM UTC ·5 min read · 0 reactions · 0 comments · 27 views

TL;DR · WeSearch summary

The article discusses the importance of Average Revenue Per User (ARPU) compared to Average Revenue Per Paying User (ARPPU) for making channel investment decisions. It explains how ARPU includes all users, providing insights into conversion rates, while ARPPU focuses solely on paying users. The author emphasizes the need to understand these metrics to effectively analyze revenue performance and make informed business decisions.

Key facts

▪ARPU is calculated by dividing revenue by total users, including non-buyers.
▪ARPPU is calculated by dividing revenue by only paying users, making it typically higher than ARPU.
▪The choice between using ARPU or ARPPU depends on the context, such as channel investment or unit economics.

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Original publisher	DEV.to (Top)
Canonical URL	https://dev.to/toshihiro_shishido/i-tracked-revenue-per-user-for-6-months-heres-why-arpu-beats-arppu-for-channel-decisions-2026-29lp
Publication time	Wed, 27 May 2026 06:31:38 +0000
Retrieval time	2026-05-27T06:37:56.835Z
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Opening excerpt (first ~120 words) tap to expand

try { if(localStorage) { let currentUser = localStorage.getItem('current_user'); if (currentUser) { currentUser = JSON.parse(currentUser); if (currentUser.id === 3893127) { document.getElementById('article-show-container').classList.add('current-user-is-article-author'); } } } } catch (e) { console.error(e); } toshihiro shishido Posted on May 27 • Originally published at revenuescope.jp I Tracked Revenue Per User for 6 Months — Here's Why ARPU Beats ARPPU for Channel Decisions 2026 #ecommerce #marketing #analytics #startup For a while I looked at "average order value" and called it my per-user revenue. It felt close enough. It wasn't — because AOV is per order, not per person, and it hides the fact that most of my users weren't buying at all. The metric that fixed my thinking was ARPU.

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