Revenue analytics and unit economics Calculating ARPU per marketing campaign

106. Calculating ARPU per marketing campaign

We zoomed in from the LTV* and **CAC level to the ARPU and CPA level.

Knowing ARPU and CPA gives us a benchmark for comparison with other players in the industry.

As with most of the metrics, the absolute value of ARPU is not enough. We need to monitor this metric and look at different cohorts of users – group them by signup date, marketing campaign, country, etc. That way if ARPU goes down we can detect it asap and take action.

In this exercise, let’s zoom in to a marketing campaign level and find a campaign with the highest ARPU.

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