We zoomed in from LTV and CAC level to ARPU and CPA level.
The absolute ARPU identifies our position in the industry benchmark – are we paying for our users more than our competitors or we’ve found a holy grail?
To help us take daily decisions absolute value of ARPU is not enough. We need to monitor this metric and look at different cohorts of users – by day of signup or by country. That way if ARPU goes down we can detect it asap and take action to prevent it.
In this exercise let’s zoom in to a marketing campaign level and find a campaign...