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Definition: The total revenue received on average from each active user, whether or not they made a purchase, is known as average revenue per active user, or ARPU. Subscriptions, in-app purchases, total ad revenue, and purchase revenue plus in-app purchases equal ARPU.
How it’s calculated: See Total revenue for information on how to fill out this metric. Important: For troubleshooting advice on missing revenue data for this metric, refer to Fix missing revenue data.