# Dictionary * [ARPU (average revenue per user)](#arpu-average-revenue-per-user) * [ARPPU (average revenue per paying user)](#arppu-average-revenue-per-paying-user) * [ARPDAU (average revenue per daily active user)](#arpdau-average-revenue-per-daily-active-user) * [MAU (monthly active users)](#mau-monthly-active-users) * [DAU (daily active users)](#dau-daily-active-users) * [LTV (life-time value)](#ltv) * [IAP (in-app purchases)](#iap-in-app-purchases) * [Churn](#churn) * [Conversion](#conversion) * [Uplift Daily](#uplift-daily) * [30-day Running Uplift](#30-day-running-uplift) * [Winsorization](#winsorization) * [New users](#new-users) * [New paying users](#new-paying-users) * [Paying users](#paying-users) * [Revenue](#revenue) * [Conversion rate](#conversion-rate) * [Retention](#undefined) #### ARPU (average revenue per user) ARPU is the average revenue generated by a set of users within a defined timeframe. Every user is taken into account. Defined as the total revenue within a given time period divided by the number of unique active users within the same time period. #### ARPPU (average revenue per paying user) ARPPU is the average revenue generated by a set of paying users. Non-paying users are not taken into account. Defined as the total revenue within a given period divided by the number of unique users who made a payment during the same time period. #### ARPDAU (average revenue per daily active user) ARPDAU is the average revenue generated by users active the initial day. Defined as the total revenue within a given day divided by the number of active users within the same day. #### MAU (monthly active users) MAU is the number of unique users who have opened the app for the past 30 days. The MAU for several months is calculated as the mathematical mean of all MAUs within the given period. #### DAU (daily active users) DAU is the number of unique users that have opened the app during a given day. The DAU for several days is calculated as the mathematical mean of all DAUs within the given period. #### LTV (lifetime value) LTV is the lifetime value/total amount a user spent from login until today. Typically used as the average lifetime value of a user. #### IAP (in-app purchases) IAP is extra content or subscriptions that a user buys inside an app. #### Churn Churn is a rate that measures how many users leave the app for more than 14 consecutive days. #### Conversion Conversion is the percentage of users who complete an in-app purchase within an otherwise free game or app. #### Uplift Daily Uplift daily is the difference in response rate between a predicted group and a randomized control group. Defined as: (ARPU Predicted - ARPU Controlled)/ ARPU Controlled over a predefined time period. #### 30-day Running Uplift For a period of n days, 30-day Running Uplift on day x means uplift calculated over the 30 days preceding day x. #### Winsorization Winsorization is a method of averaging that initially replaces the smallest and largest values with the observations closest to them. This is done to limit the effect of outliers or abnormal extreme values on the calculation. We typically winsorize at the 99th percentile ARPPU. [Winsorizing](https://en.wikipedia.org/wiki/Winsorizing) #### New users New users represent the total number of registrations for the chosen period. #### New paying users New paying users are the number of users who have made their first payment to the application within a given period. #### Paying users Paying users are the number of users who have paid at least once within a given period. #### Revenue Revenue is total income within a given period. It’s calculated by adding all the payments from users. Conversion rate The conversion rate is the percentage of users who made a purchase compared to all users. #### Retention Retention is the percentage of users who ran your application exactly on day N after the date of installation, with users who ran the application at least once as the denominator. --- # Agent Instructions: Querying This Documentation If you need additional information that is not directly available in this page, you can query the documentation dynamically by asking a question. Perform an HTTP GET request on the current page URL with the `ask` query parameter: ``` GET https://docs.assetario.com/docs/dictionary.md?ask= ``` The question should be specific, self-contained, and written in natural language. The response will contain a direct answer to the question and relevant excerpts and sources from the documentation. Use this mechanism when the answer is not explicitly present in the current page, you need clarification or additional context, or you want to retrieve related documentation sections.