Average Revenue Per User (ARPU)

Зачем нужна

Отражает монетизацию аудитории и потолок выручки.

Формула

ARPU = Выручка / Активные пользователи

Как считать

Делим оплаченные заказы на активных пользователей периода.

SQL-запрос

WITH revenue AS (
  SELECT DATE_TRUNC('month', order_timestamp) AS month, SUM(amount) AS revenue
  FROM orders
  WHERE status = 'paid'
    AND order_timestamp >= DATE_TRUNC('month', CURRENT_DATE - INTERVAL '6 month')
  GROUP BY 1
),
active AS (
  SELECT DATE_TRUNC('month', event_timestamp) AS month, COUNT(DISTINCT user_id) AS mau
  FROM events
  WHERE event_name IN ('app_open', 'session_start', 'feature_use')
    AND event_timestamp >= DATE_TRUNC('month', CURRENT_DATE - INTERVAL '6 month')
  GROUP BY 1
)
SELECT
  r.month,
  r.revenue,
  a.mau,
  ROUND(r.revenue / NULLIF(a.mau, 0), 2) AS arpu
FROM revenue r
JOIN active a ON a.month = r.month
ORDER BY r.month DESC;