glossary
ARPDAU (Average Revenue Per Daily Active User)
ARPDAU measures how much revenue your game generates per daily active user. It’s the fastest-responding monetization metric you have.
Quick Definition
ARPDAU measures how much revenue your game generates per daily active user. It’s the fastest-responding monetization metric you have.
What is ARPDAU?
ARPDAU tells you exactly how much money each person playing your game today is worth. Not over their lifetime. Not monthly. Today.
It’s your real-time monetization health check. When you tweak pricing, launch an event, or change your ad strategy, ARPDAU shows you the impact immediately.
Unlike LTV (which takes months to stabilize) or ARPU (which averages across less active users), ARPDAU gives you granular, daily feedback on monetization performance.
How to Calculate ARPDAU
“ ARPDAU = Total Daily Revenue / Daily Active Users “
Example:
- Your game makes $10,000 today
- You have 20,000 daily active users
- ARPDAU = $10,000 / 20,000 = $0.50
That’s it. Simple math, powerful signal.
Track it daily. Watch how it moves when you change things.
ARPDAU vs ARPU
ARPU (Average Revenue Per User) divides total revenue by all users (active or not).
ARPDAU divides revenue only by daily active users.
ARPDAU is more sensitive. It reacts faster to changes because it focuses on engaged players, not your entire install base.
If you’re running live ops or testing monetization, ARPDAU tells you what’s working before ARPU catches up.
Benchmarks by Genre
| Genre | Typical ARPDAU | |——-|—————-| | Hypercasual | $0.01 – $0.05 | | Casual | $0.01 – $0.05 (ad-based) to $0.10 – $0.25 (IAP-focused) | | Mid-core | $0.30 – $0.40 | | RPG | Highest of the categories, though ranges vary widely by title and monetization model |
These ranges vary substantially by region. Western/Tier-1 markets typically see materially higher ARPDAU than emerging markets, so treat the table as a directional guide, not a global constant.
Your genre matters. A casual puzzle game at $0.15 ARPDAU might be crushing it. A mid-core strategy game at the same number is bleeding out.
Know your category. Track against your own baseline.
Limitations
ARPDAU doesn’t tell you everything.
What it misses:
- User segments (whales vs. free players)
- Engagement depth (5-minute session vs. 2-hour grind)
- Retention impact (are you burning players for short-term revenue?)
- Long-term value (LTV still matters)
It’s a speed metric. Great for daily decisions, bad for strategic planning alone.
Use it alongside retention, session length, and LTV. Not instead of them.
How to Improve ARPDAU
1. Optimize IAP pricing and placement Test different price points. Move offers into high-traffic moments.
2. Improve ad monetization Better ad placements, higher eCPMs, smarter frequency capping.
3. Run live events Limited-time offers spike ARPDAU. Make them count.
4. Boost engagement More sessions per day = more monetization opportunities.
5. Segment your offers Show whales premium content. Show free players entry offers. One size fits nobody.
The fastest wins come from better ad strategy and smarter IAP placement. Start there.
Related Terms
- ARPU (Average Revenue Per User)
- ARPPU (Average Revenue Per Paying User)
- LTV (Lifetime Value)
- DAU (Daily Active Users)
- eCPM (Effective Cost Per Mille)
External Resources
Frequently Asked Questions
What does ARPDAU mean?
ARPDAU stands for Average Revenue Per Daily Active User. It measures how much revenue your game generates today, divided by today’s daily active users, which is why it’s the fastest-reacting monetization metric UA and LiveOps teams have.
What is the difference between ARPDAU and ARPU?
ARPU divides total revenue by all users, active or not. ARPDAU divides revenue only by users active that day. ARPDAU reacts faster to changes because it isolates engaged players instead of averaging across your whole install base.
What is a good ARPDAU?
Depends entirely on genre. Hypercasual usually lands near $0.03 ARPDAU, casual runs $0.01-$0.25, mid-core $0.30-$0.40, and RPG often $0.50+. Compare against your own category and historical baseline, not a blanket number.
Does ARPDAU include ad revenue?
Yes. Total daily revenue in the ARPDAU formula means IAP revenue plus ad revenue combined.
