Why ARPU matters?
ARPU shows how much revenue each active user generates on average. It’s a go-to metric for SaaS and eCommerce to benchmark growth and evaluate user quality.
What’s the usual problem?
• GA4 stores revenue and users separately
• Without careful alignment, ARPU is inflated or underreported
• Dashboards rarely let you flexibly define the right active user base
How to calculate it properly?
• Sum revenue over a defined period
• Count distinct active users for the same period
• Divide revenue by users for a clean ARPU number
What’s the benefit?
With one SQL query you can track ARPU across cohorts, campaigns, or months. It becomes a reliable metric for pricing, marketing efficiency, and user lifetime value.
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