Glossary Data & BI metrics

ARPU

Average revenue per user in a period. Sensitive to outliers, so it should come with the median.

Also known as: average revenue per user · receita média

ARPU (Average Revenue Per User) is the average revenue per user in a period. Simple to compute and easy to misread.

The problem is the distribution: in iGaming a few players account for most of the revenue, so the average is dominated by them. A single high-value player distorts a whole month's ARPU, and month-to-month variation starts reflecting that person's presence or absence rather than the health of the base.

Practices that make the metric useful:

  • Always report the median alongside the average.
  • Segment by vertical, acquisition channel and value band.
  • Use ARPPU (average revenue per paying user) when the question is about monetisation, since it removes non-depositors from the denominator.

Daily ARPU is rarely useful for operations: variance is too high and nobody acts on it. It is a monthly metric.

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