# Revenue per user

Measure revenue contribution per user across your experiment.

> **Tracking required**
>
> Track the [Order placed](/reference/event/types/ecommerce/order-placed) event to feed data into this widget.

Revenue per user (ARPU) measures the average revenue generated by a single user over a selected period.

This chart compares the average revenue per user across variants, helping you identify which version generates higher value, not just more orders.

> **Question: What's the difference between average ticket and revenue per user?**
>
> **Average ticket** is how much a customer spends on average per purchase.
>
> **Average revenue per user (ARPU)** is how much revenue you earn on average per user, regardless of how many purchases they make.
>
> Example: 100 users visit your site. They make 50 purchases totaling $2,000.
>
> - Average ticket: $40 ($2,000 ÷ 50 purchases)
> - ARPU: $20 ($2,000 ÷ 100 users)

## Metrics

![Revenue per user widget](/assets/reference/analytics/experiment/revenue-per-user.png)

The chart includes:

1. **Currency**\
   A filter to select orders in a specific currency. Values are never aggregated across currencies.
2. **Revenue per user**\
   The average amount of revenue generated by each user impacted by your experiment.
3. **Revenue per user per variant**\
   A breakdown showing the average revenue generated per user for each experiment variant.

> **Question: What does the comparison over the last period mean?**
>
> It represents the growth or decline of the metric compared to the previous period.
>
> The *last period* refers to the date filter you selected. For example, if the filter is set to the **last 7 days**, the *last period* will be the **7 days immediately before that range**.

## Interpretation

This chart shows the average revenue per user, helping you assess how each variant of your experiment monetizes your traffic.

For example, if one variant generated $1,200 in revenue from 60 active users, the revenue per user is calculated as $1,200 ÷ 60 = $20. This means that, on average, each user exposed to that variant contributed $20 in revenue during the experiment.

We calculate this metric using the formula:

```math
Revenue \space per \space user = \frac{total \space revenue}{total \space active \space users}
```

### What the number tells you

Here are some common insights you can get from this widget:

- A higher revenue per user indicates that this variant not only drives conversions but also encourages users to spend more per purchase.
- A lower revenue per user may suggest lower order values or weaker upsell performance, even if conversion rates are stable.
- A stable revenue per user across variants shows that while the experience changes, user spending behavior remains consistent.
- Significant variation between variants reveals which version better balances acquisition and monetization, guiding future optimization efforts.

## Explore

- [Events](/reference/event/overview#event-types): Learn how to track user events for analytics and personalization.
- [Audiences](/explanation/audience): Understand how to delivery content to specific groups of users.