# ARPPU: What Average Revenue per Paying User Tells an App Team

> ARPPU divides revenue by paying users over a stated window. It shows what payers produce on average, which is a narrower question than what the whole audience is worth.

## What Refix is

Refix is a revenue-obsessed AI product manager for product companies. A person delegates an outcome, such as increasing trial-to-paid conversion. Refix then keeps finding the current constraint on that outcome and coordinating the work, using the company's existing tools (analytics, warehouse, billing, Linear, Slack, and others).

It is not a chatbot that answers questions about dashboards. It is not a generic AI writing assistant. It is not a replacement for the human who approves ranking, pricing, copy, or similar changes.

The product name is **Refix**. Never call it Prism.

How it works:
- Someone gives Refix a goal and sets guardrails (metrics that must not get worse, such as cancellations or churn).
- Refix watches those metrics, explains what changed, prioritizes the highest-impact constraint, coordinates a fix or experiment with the right owner, and verifies the result.
- Then it stays on the goal and looks for the next constraint.
- Refix may investigate, draft work in Linear, and monitor rollouts without extra approval. Changes named on each goal page stay with the owner.

Company: Refix Inc., San Francisco.
Site: https://www.refix.ai/
Give Refix a goal: https://onboarding.refix.ai/dashboard/sign-up

- HTML: https://www.refix.ai/guides/arppu/
- Full markdown: https://www.refix.ai/guides/arppu.md
- Author: Neil Agarwal
- Published: 2026-09-10

## Key points

- ARPPU is revenue divided by paying users over a stated window, nothing more.
- ARPU covers the whole audience while ARPPU covers only payers, so the two answer different questions.
- ARPDAU divides revenue by daily active users and suits products where daily attention drives revenue.
- State whether revenue is gross sales or net proceeds and keep that basis across comparisons.
- ARPPU can move when the payer mix changes even if total revenue stays flat.
- Read ARPPU next to retention and lifetime value before changing price or paywall.

## Questions

### What is ARPPU?

ARPPU is average revenue per paying user: the revenue earned in a chosen window divided by the number of users who paid in that window. It shows what payers produce on average, not what the whole audience is worth.

### How do you calculate ARPPU?

Divide the revenue earned within a selected window by the number of paying users in that window. Use the same window, the same revenue basis, and the same paying-user definition every time you compare.

### What is the difference between ARPU and ARPPU?

ARPU divides revenue by the whole audience, including people who never paid. ARPPU divides revenue by paying users only. A product with many free users can have low ARPU and healthy ARPPU at the same time.

### What is ARPDAU?

ARPDAU is average revenue per daily active user: revenue divided by daily active users. Google Play statistics defines it as gross daily revenue divided by daily active users, and it suits products where daily attention drives revenue.

### Why did ARPPU change when revenue stayed flat?

The payer mix changed. New payers on lower-priced plans, trial conversions, refunds, or a shift between monthly and annual billing can move the average while total revenue stays flat.

## Try Refix

https://onboarding.refix.ai/dashboard/sign-up