Cumulative N days ARPU is one of the most important metrics of any product.
It shows how much money does one average user bring to the project within his/her first N days in the project.
For example, this picture shows that average user of this specific project, who installed the app on 19.08.2017, brings $0.917 within his/her first 20 days in the project.
By default devtodev calculates this report for first 30 days of user's lifetime in the project, but you can change the number of days above the chart.
Note that metric “Users, %” shows the calculation user base: how many users (in percentage of the total number of users from the report) were used to calculate the value. For example, if you set the "last 30 days" as install dates interval, and build report for 30 days, there is only one daily cohort which will be used to calculate the ARPU of day 30.
There are two different views in this report:
- cumulative ARPU
- daily ARPU.
"Cumulative ARPU" view
In Cumulative ARPU view you can see the number of installs for each cohort, the total gross each cohort brings within the report time frame.
The main part of the table shows the cumulative ARPU values for specific days and specific cohorts (cohort is the set of users who installed the project on some specific day(s); every string in the table represents some user cohort).
String Aggregated CARPU above the table is calculated as weighted average cumulative ARPU (where the weights are the cohort sizes in "Install" column).
"Daily ARPU" view
In Daily ARPU view you can see how much money does average user from the cohort bring to the project on some specific day.
For example, here on the picture we can see that 626 users first installed the app on 03.07.2017, and on average users of this cohort paid $0.056 the next day after the install.
There are two aggregated values above the table:
- String Aggregated CARPU above the table is calculated as weighted average cumulative ARPU (where the weights are the cohort sizes in "Install" column).
- String Avg. daily ARPU above the table is calculated as weighted average daily ARPU (where the weights are the cohort sizes in "Install" column).
By analyzing this report vertically you can track the changes of project quality: you compare the same metrics for different time cohorts. By analyzing this report horizontally you can track the payment behavior of each cohort.
You can filter users anyhow by selecting the filter under "Add filter" button.
And also you can:
- export the data in .csv format;
- change the report time frame (if it's too long, the cohort will be separated by weeks, not by days);
- read the tips about the report
by pressing the button on the top right of the report.