ARPU, ARPPU, eCommerce Revenue and Average Revenue In GA4

GA4 provides several revenue metrics and sometimes they can get confusing. In this post I will provide a simple explanation of these metrics. If they still don't make sense then email me at support@optizent.com.

Total Revenue

This metric stores all the revenue that you track in GA4, this includes eCommerce, Subscriptions and advertising revenue.

Purchase Revenue

This metric shows eCommerce Revenue + Subscription Revenue - Refunds.

Ad Revenue

This metric contains all advertising revenue.

Gross Purchase Revenue

This metric shows only eCommerce Revenue + Subscription Revenue.

Average Purchase Revenue

Average purchase revenue is average revenue per transaction. In other words it is average order value.

ARPU - Average Revenue Per User

ARUP is the total revenue divided by the number of users on the site or the dimension that you break the reports by.

ARPPU - Average Revenue Per Paying User

This metrics is the total revenue divided by the number of purchasers

 

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