What Is Revenue per Download?
How much recurring revenue each new download generates — the metric that bridges acquisition and monetization.
Definition
Revenue per Download is your Monthly Recurring Revenue divided by the number of new downloads in that month. It measures how much recurring revenue each download contributes to your business.
This cross-source metric combines RevenueCat revenue data with App Store and Google Play download data. No single integration can compute it — it requires Varsal to merge data across platforms.
Track this metric live in your dashboard →How It Is Calculated
Revenue per Download = MRR ÷ Monthly New Downloads
For example, if your MRR is $24,800 and you had 6,200 new downloads this month, your revenue per download is $4.00. This means each download, on average, contributes $4 in monthly recurring revenue to your business.
Track this metric live in your dashboard →Why It Matters
Revenue per download is the bridge between your growth engine and your revenue engine. It answers the question: "Is spending money on user acquisition actually generating revenue?"
Unlike conversion rate alone, this metric captures the full revenue impact. A higher RPD could come from better conversion rates, higher plan prices, or more upgrades from existing users. It is the single number that tells you whether your monetization is keeping pace with your acquisition.
Benchmarks
RPD varies widely by category and price point. Consumer apps typically see $0.50-$5.00 RPD. B2B mobile apps can see $10-$50+. The absolute number matters less than the trend.
A rising RPD means your monetization is improving faster than your download growth — a very healthy signal. A declining RPD could indicate that you are acquiring lower-quality users or that competitive pressure is forcing price reductions.
How to Improve
There are two levers: increase revenue per subscriber (pricing, upsells, plan tiers) or improve the quality of downloads (better targeting, higher-intent acquisition channels).
Focus on ARPU expansion through annual plans, family plans, or premium tiers. Users who commit to annual plans effectively increase their lifetime revenue contribution, which flows through to RPD.
Optimize acquisition channels to focus on users most likely to convert and retain. Organic downloads from search typically have higher RPD than paid installs from broad campaigns.
Track Revenue per Download in real time
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