ARPDUC, average revenue per daily unique converter, isolates the value of a completed conversion. Where ARPDEU spreads revenue across everyone who engaged, this spreads it only across those who finished something.
How to calculate ARPDUC
A worked example
The same wall earning $4,500 in a day, from 9,000 engaged users of whom 500 converted:
Each converting user is worth $9. The eighteenfold gap between the two figures is the conversion rate of engaged users, and closing it is a completely different project from raising the value of each conversion.
What counts as a good ARPDUC?
Offer mix sets it almost entirely. Purchase and subscription offers pay many times what surveys pay.
A high ARPDUC is not automatically good. It can mean only high-value offers are converting while everything else fails.
Read it with DUC. Value per converter and number of converters trade off against each other constantly.
Track the pair over time. The healthy pattern is both rising slowly, not one spiking as the other falls.
ARPDUC vs. ARPDEU
These two metrics separate two different problems, and watching only one makes them look identical. ARPDUC rising while ARPDEU stays flat means converters are worth more but you are not converting more of them, which is a discovery or offer-fit issue. ARPDEU rising while ARPDUC holds steady means more people are converting at the same value, which is usually a placement or layout win. The fixes are unrelated.
How to improve it
Add high-value inventory. One strong purchase offer moves this number more than a dozen small ones.
Surface premium offers to users likely to complete them. Showing a subscription offer to everyone lowers conversion without raising value.
Cut reversals. A reversal removes revenue while the converter still counts in the denominator.
Encourage multi-offer sessions. Users completing two offers rather than one raise this directly.
Common mistakes to avoid
Optimizing ARPDUC alone. Removing every low-value offer raises it and usually lowers total revenue.
Reading it on small converter counts. A handful of converters and one large payout produces a meaningless average.
Confusing it with ARPU. ARPU spreads revenue across all users; this counts only those who converted that day.
Frequently asked questions
Q: What does ARPDUC tell you that ARPDEU does not?
Q: Is a high ARPDUC always good?
Q: How is it different from ARPU?
Keep reading
Metric
DUC counts the distinct users who completed at least one offer on a given day. Unlike a raw conversion count, it never double-counts a user who completed several.
Metric
ARPDEU is revenue divided by daily engaged users. It measures what each user who actually engaged with a placement is worth per day, independent of how many people opened the app.
Metric
ARPU (Average Revenue Per User) is the average revenue a single user generates over a set period, such as a month or a year. It is a core gauge of how well an app turns its audience into revenue.