What it is
Average revenue per user
Revenue for a period divided by the number of active users. It shows how much an average player or trader brings and, together with CPA, answers the main question: does acquisition pay off. Do not compute ARPU over all registrations — half of them never pay.
Example
What it looks like in numbers
In a month, 2,400 active players brought $61,000. ARPU = $25. A deposit costs $40, so payback comes no earlier than the second month, and keeping the channel makes sense only if retention confirms it.
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