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ARPU Calculator

Calculate ARPU and ARPPU from revenue and user counts, with free-to-paid conversion and automatic monthly, quarterly and annual normalisation. Free and private.

$20.00
ARPU / month
$20.00
ARPU / month
$240.00
ARPU / year
12,000
Average active users
$100.00
ARPPU / month
$100.00
ARPPU / month
20.00%
Free-to-paid conversion
$240,000
Revenue / month

ARPU = revenue ÷ ((users at start + users at end) ÷ 2)  ·  ARPPU = revenue ÷ paying users  ·  conversion = paying ÷ average active

Worked example: $240,000 of revenue in a month across 11,000 users at the start and 13,000 at the end averages 12,000 users, so ARPU = 240,000 ÷ 12,000 = $20.00. With 2,400 of those users paying, ARPPU = 240,000 ÷ 2,400 = $100.00 and free-to-paid conversion is 20%.

Averaging the start and end user counts matters: dividing by the ending count alone flatters ARPU in a shrinking business and understates it in a growing one. ARPPU is almost always the larger figure because it ignores free users entirely — quote both, and always say which user definition you used, since a monthly-active count and a registered-account count give wildly different answers. The monthly and annual conversions here simply scale by the period length and assume no seasonality. Everything is computed in your browser and never uploaded.

What is the ARPU Calculator?

ARPU tells you what an average user is worth, and it is the number that connects a product metric like signups to a financial one like revenue.

  • ARPU calculated on the average of starting and ending users, not just the end
  • ARPPU for paying users shown next to blended ARPU
  • Free-to-paid conversion rate derived from the same inputs
  • Automatic monthly and annual normalisation of any period
  • Seven currency symbols with clean thousands formatting
  • 100% browser-based — no account, no upload, works offline

How to use the ARPU Calculator

  1. 1

    Choose a currency and set the reporting period to a month, a quarter or a year.

  2. 2

    Enter the total revenue for that period.

  3. 3

    Enter your active user count at the start and at the end of the period.

  4. 4

    Add the number of paying users to get ARPPU and the free-to-paid conversion rate.

  5. 5

    Compare the ARPU per period, per month and per year figures in the stat rows.

About the ARPU Calculator

ARPU tells you what an average user is worth, and it is the number that connects a product metric like signups to a financial one like revenue. This calculator divides revenue by the average of your starting and ending user counts rather than the ending count alone, which is the difference between a figure you can trust and one that flatters a shrinking business.

Alongside ARPU it gives you ARPPU — average revenue per paying user — and the free-to-paid conversion rate that links the two. Because a quarterly ARPU and a monthly ARPU are not comparable, the tool normalises whatever period you enter into monthly and annual equivalents automatically.

Nothing is sent anywhere. Revenue and user counts are processed entirely in your browser, so you can paste exact figures straight out of your analytics or billing system without them touching a server. There is no account to create and no data is stored between visits, which also means the page keeps working with no connection at all.

Frequently asked questions

How do you calculate ARPU?

Divide total revenue for a period by the average number of active users over that period, where the average is the starting count plus the ending count divided by two. Using only the ending count overstates ARPU when you are losing users and understates it when you are growing quickly.

What is the difference between ARPU and ARPPU?

ARPU divides revenue across every active user, including the free ones. ARPPU divides the same revenue only across users who actually paid, so it is always the larger number. A freemium product might have an ARPU of 20 and an ARPPU of 100 — quote both, and always say which user definition you used.

Is ARPU the same as revenue per customer?

Not usually. A customer can be an account with many users on it, so revenue per account is typically much higher than revenue per user. Business software often reports ARPA — average revenue per account — for exactly this reason. Be explicit about the unit before comparing with anyone else's number.

How do I convert quarterly ARPU to monthly ARPU?

Divide by three, which is what this calculator does when you set the period to a quarter. That assumes revenue is spread evenly across the quarter, so it can mislead for a business with heavy seasonality or annual contracts that all renew in one month.

Why is my ARPU falling while revenue grows?

Almost always because user growth is outpacing revenue growth — often from a successful free tier or a cheaper entry plan. That is not automatically bad, but it does mean revenue now depends on volume rather than value, so watch conversion and ARPPU rather than ARPU alone.

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