What is Active User Rate (AUR)?
A metric that helps app developers understand how their daily active users interact with particular areas of their app.
Active user rate is a metric that helps app developers and publishers understand how their daily active users interact with a particular – popular – area of their app. In many cases, this rate is used to measure which users engage with a particular revenue stream or app feature, such as a particular in-app ad unit, and then complete a revenue event, such as installing an app after interacting with a rewarded ad.
Why It Matters
This metric helps app developers understand how their DAUs are interacting with a particular area of their app. AUR compares the proportion of users who could generate revenue with the number of users who actually generate revenue. The metric helps identify blockers to the user's experience that might prevent them from converting to a paying user.
How to Calculate
Active user rate is calculated by dividing the total number of installs by the number of users who have clicked the ad format. While it varies from company to company, adjoe calculates the rate by dividing the total number of installs by the number of users who have clicked the ad format.
Industry Benchmarks
Active user rate benchmarks vary significantly by app category and monetization model. Gaming apps typically see higher rates due to engaged user bases, while utility apps may have lower but more consistent rates.
Best Practices
Monitor this metric continuously to ensure a smooth user experience. Use A/B tests to optimize purchase values and see if you can increase the number of paying users. Run regular LiveOps, double-reward, or seasonal promotions to increase active user rate and revenue during promotional periods.
Examples
Examples include measuring how many users visit an in-app store and make purchases, how many users engage with rewarded ad formats, or tracking users who click on Playtime ad units and subsequently generate app installs.
Notes
Apps should continuously monitor this metric to ensure smooth user experience and identify new strategies to increase the number of users deemed as active. Any sudden drops often indicate UX problems that prevent users from completing actions in the user flow.