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ARPDAU Calculator

Average revenue per daily active user, LTV, and payback on UA.

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Money math without the spreadsheet headache. Plug in your numbers and I'll show you exactly where the dollars land.

Try a scenario

Click to load — tweak from there.

Inputs

Result

ARPDAU

$0.1722

Player lifetime value

$7.23

Daily revenue

$7,749

LTV : CPI ratio

3.44

UA payback (days)

12.2

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How to use this

  1. 1Enter daily active users.
  2. 2Enter ad impressions per dau.
  3. 3Enter ad ecpm ($).
  4. 4Enter daily payer rate (%).
  5. 5Enter average purchase ($).
  6. 6Enter average player lifetime (days).
  7. 7Enter cost per install ($).
  8. 8Read your arpdau on the right — it updates as you type.
  9. 9Hit Share to keep the scenario or send it to someone.

About this calculator

Blend ad revenue and in-app purchases into a single ARPDAU, project player lifetime value from retention, and compare it against your cost per install.

FormulaARPDAU = daily revenue ÷ DAU. LTV ≈ ARPDAU × average lifetime days.

Worked example

Using the values the calculator loads with:

Inputs

  • Daily active users: 45000
  • Ad impressions per DAU: 6
  • Ad eCPM: 9.5 $
  • Daily payer rate: 1.8 %
  • Average purchase: 6.4 $
  • Average player lifetime: 42 days
  • Cost per install: 2.1 $

Results

  • ARPDAU: $0.1722
  • Player lifetime value: $7.23
  • Daily revenue: $7,749
  • LTV : CPI ratio: 3.44
  • UA payback (days): 12.2

What each field means

Inputs

Daily active users
The daily active users used in the calculation. Starts at 45000 so you have a working example on load.
Ad impressions per DAU
The ad impressions per dau used in the calculation. Starts at 6 so you have a working example on load.
Ad eCPM ($)
The ad ecpm used in the calculation, measured in $. Starts at 9.5 $ so you have a working example on load.
Daily payer rate (%)
The daily payer rate used in the calculation, measured in %. Starts at 1.8 % so you have a working example on load. Accepted range: 0–20 %.
Average purchase ($)
The average purchase used in the calculation, measured in $. Starts at 6.4 $ so you have a working example on load.
Average player lifetime (days)
The average player lifetime used in the calculation, measured in days. Starts at 42 days so you have a working example on load.
Cost per install ($)
The cost per install used in the calculation, measured in $. Starts at 2.1 $ so you have a working example on load.

Results

ARPDAU
Returned as a money amount in US dollars and shown as the headline result. It recalculates instantly whenever you change an input, so you can compare scenarios without reloading.
Player lifetime value
Returned as a money amount in US dollars. It recalculates instantly whenever you change an input, so you can compare scenarios without reloading.
Daily revenue
Returned as a money amount in US dollars. It recalculates instantly whenever you change an input, so you can compare scenarios without reloading.
LTV : CPI ratio
Returned as a decimal number. It recalculates instantly whenever you change an input, so you can compare scenarios without reloading.
UA payback (days)
Returned as a decimal number. It recalculates instantly whenever you change an input, so you can compare scenarios without reloading.

FAQ

What LTV:CPI ratio is healthy?

Above 1 is technically profitable, but most studios want 1.5–3x to absorb variance and fund overhead.

Why does payback in days matter?

Cash flow. A 90-day payback means you finance three months of spend before you see it back, which caps how fast you can scale.

Accuracy and limitations

  • Results are estimates before tax, fees, and inflation unless an input explicitly covers them.
  • Rates are treated as fixed for the whole period — variable-rate products will drift from this projection.
  • This is educational maths, not financial advice. Check anything contractual with the lender or your accountant.

Cite this calculator

Writing about this topic? Grab a citation — every link helps keep these tools free.

APA
RevenueLab. (2026). Mobile Game ARPDAU & LTV Calculator. Retrieved from https://www.revenuelab.fyi/toolbox/game-monetization-arpdau
HTML
<p>Source: <a href="https://www.revenuelab.fyi/toolbox/game-monetization-arpdau" target="_blank" rel="noopener">Mobile Game ARPDAU & LTV Calculator — RevenueLab</a> (2026).</p>
Markdown
Source: [Mobile Game ARPDAU & LTV Calculator — RevenueLab](https://www.revenuelab.fyi/toolbox/game-monetization-arpdau) (2026).
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