Glossary
ARPPU
Average revenue per paying user: revenue in a period divided only by the users who paid, leaving out players who never deposited. It measures what depositors are worth, while ARPU measures the whole audience.
Also called: average revenue per paying user, average revenue per depositor.
The 2 metrics are linked: ARPU equals ARPPU times the share of users who pay. Hypothetically, if 1,000 players from a campaign produce $15,000 of NGR and 250 of them deposit, ARPU is $15 and ARPPU is $60. ARPPU tells you the quality of depositors; the paying share tells you how well registrations turn into deposits.
For an affiliate the split matters because the fixes differ. Low ARPPU with a healthy paying share means many small depositors: fine on CPA if they clear the baseline, thin on RevShare. High ARPPU on a small paying share often means a few big players carry the month, which looks great until a big one wins.
ARPPU is also easy to inflate by definition. If paying means deposited this month, players still betting from an old balance drop out of the denominator while their revenue stays in. Ask what counts as paying and over which period, and compare like with like.
Related terms: ARPU, High roller, First-time deposit, LTV, Cohort analysis.