Facebook ARPU (average revenue per user) was Meta’s quarterly revenue in a region divided by the average number of Facebook monthly active users there. In the fourth quarter of 2023, the last quarter Meta reported it, Facebook ARPU was $13.12 worldwide and $68.44 in the US & Canada. From the first quarter of 2024 Meta dropped Facebook ARPU, DAUs and MAUs and now reports one company-wide figure, average revenue per person (ARPP): $17.72 worldwide in the third quarter of 2026, up 23% from a year earlier.
Total revenue in a region for a quarter, divided by the average of Facebook monthly active users at the start and end of the quarter. Meta's 10-K noted that ARPU included all revenue, while the user count covered only Facebook and Messenger.
02
Why it changed
Meta's 10-K for 2023 said that from the first quarter of 2024 it would no longer report DAUs, MAUs and ARPU, and would keep reporting daily active people (DAP) and ARPP calculated on DAP.
03
The new ARPP
Family of Apps revenue in a quarter divided by the average number of daily active people across Facebook, Instagram, Messenger and WhatsApp. Meta recast earlier quarters on the new definition.
04
What moves it
More ad impressions and a higher average price per ad raise revenue; user growth in lower-revenue regions pulls the worldwide average down.
Where the numbers stand today
The last Facebook ARPU read (Q4 2023)
In the fourth quarter of 2023 Facebook ARPU was $13.12 worldwide, $68.44 in the US & Canada, $23.14 in Europe, $5.52 in Asia-Pacific and $4.50 in Rest of World. Annual worldwide ARPU for 2023 was $44.60, and the US & Canada figure was more than 11 times Asia-Pacific’s.
ARPP climbs in 2025-26
Annual worldwide ARPP was $57.03 in 2025, up 15% from 2024. Quarterly ARPP reached $17.72 in the third quarter of 2026, against $14.46 a year earlier, while daily active people grew 3% to 3.64 billion on average in September 2026.
Price, not people, is driving it
In the third quarter of 2026 ad impressions rose 10% and the average price per ad rose 14% year on year. Family of Apps revenue was $64.16 billion in the quarter. With user growth slowing, revenue per person now carries most of the growth.
AI as the monetisation engine
Meta says its AI investments are already delivering incremental ad revenue through stronger engagement, better recommendations and more efficient monetisation. It is paying for that: capital expenditures were $34.91 billion in the third quarter of 2026 and are guided at $135-145 billion for 2026.
Facebook ARPU by region, Q4 2023 (last reported)
US & Canada
ARPU, Q4 2023$68.44
What it reflectsLargest, most mature ad market
Europe
ARPU, Q4 2023$23.14
What it reflectsIncludes Russia and Turkey in Meta's regional split
Asia-Pacific
ARPU, Q4 2023$5.52
What it reflectsLower-revenue region with much of the user growth
Rest of World
ARPU, Q4 2023$4.50
What it reflectsAfrica, Latin America and the Middle East
Worldwide
ARPU, Q4 2023$13.12
What it reflectsBlended average across all regions
What it means for you
Compare ARPP only with ARPP: the old Facebook ARPU and today's Family ARPP use different user bases and cannot sit on one chart without a break.
Read the period on every figure: quarterly ARPP of $17.72 in the third quarter of 2026 and annual ARPP of $57.03 for 2025 are different measures.
Split growth into impressions and price per ad to see whether more ads or better-paid ads are lifting revenue.
If you buy Meta ads, expect pricing pressure where the price per ad is rising faster than impressions.
If you build a consumer app, track revenue per user by region: the gap between rich and emerging markets sets where growth is cheap and where it pays.
The Business Engineer lens
Meta’s revenue per person rises because AI ranking and ad systems sell each impression for more, not because it adds many new people. The Business Engineer reads this as an attention business turning compute into price per ad, with capital spending as the bill for that model.
It was Meta's quarterly revenue divided by the average number of Facebook monthly active users; in the fourth quarter of 2023 it was $13.12 worldwide and $68.44 in the US & Canada.
Does Meta still report Facebook ARPU?
No. From the first quarter of 2024 Meta stopped reporting Facebook DAUs, MAUs and ARPU and reports daily active people (DAP) and average revenue per person (ARPP) across its apps.
What is Meta's ARPP now?
Worldwide ARPP was $17.72 in the third quarter of 2026, up 23% from the third quarter of 2025; annual ARPP was $57.03 in 2025.
Why is ARPU so much higher in the US and Canada?
Meta says revenue is higher in regions such as the US & Canada and Europe mainly because of the size and maturity of those online and mobile advertising markets.
The complete explainer, cleaned up and reformatted for mobile.
ARPU, or average revenue per user, is a crucial metric for attention merchants like Facebook. It assesses the ability of the platform to monetize its users. For instance, in the fourth quarter of 2023 (the last quarter Meta reported it), Facebook’s ARPU worldwide was $13.12. In the US & Canada, it was $68.44; in Europe, it was $23.14; in Asia-Pacific, $5.52; and in the rest of the world, it was $4.50.
Understanding Facebook’s ARPU and why it’s so important to its business model
ARPU, or average revenue per user, is a crucial metric for attention merchants like Facebook. It assesses the ability of the platform to monetize its users. For instance, in the fourth quarter of 2023 (the last quarter Meta reported it), Facebook’s ARPU worldwide was $13.12. In the US & Canada, it was $68.44; in Europe, it was $23.14; in Asia-Pacific, $5.52; and in the rest of the world, it was $4.50.
ARPU, or average revenue per user, is a critical measure to assess Facebook’s ability to monetize its users. ARPU is given by total revenue in given geography during a given quarter, divided by the average of the number of monthly active users in the geography at the beginning and end of the quarter.
As specified on Facebook financials: “this is calculated by computing revenue by user geography based on our estimate of the geography in which ad impressions are delivered.“
Important Note: It is important to notice that, as reported on Facebook financials, “ARPU includes all sources of revenue; the number of MAUs used in this calculation only includes users of Facebook and Messenger as described in the definition of MAU above.” That means the metric might be biased in favor of Facebook, as it comprises all the sources of revenues (comprising Instagram and WhatsApp). This implies that in part the monetization ability of Facebook might also be due to the increase in revenues from other platforms such as WhatsApp and Instagram. We can’t know for sure as this is not broken down in Facebook financials.
Why ARPU is a critical metric for Facebook’s financial success
The critical business metrics Facebook tracks comprise:
Daily active users (DAUs): daily active users are defined by Facebook “as a registered Facebook user who logged in and visited Facebook through the website or a mobile device, or used the Messenger application (and is also a registered Facebook user), on a given day.“
Monthly active users (MAUs): monthly active users are defined by Facebook “as a registered Facebook user who logged in and visited Facebook through the website or a mobile device, or used the Messenger application (and is also a registered Facebook user), in the last 30 days as of the date of measurement.“
And average revenue per user (ARPU).
As an attention merchant, Facebook has to make sure to have its users to go back to the platform.
That is also why it is critical to monitor the ARPU to understand how its business model is evolving.
In 2023, Facebook’s ARPU was primarily driven in the US and Canada.
ARPU, or average revenue per user, is a crucial metric for attention merchants like Facebook. It assesses the ability of the platform to monetize its users. For instance, in the fourth quarter of 2023 (the last quarter Meta reported it), Facebook’s ARPU worldwide was $13.12. In the US & Canada, it was $68.44; in Europe, it was $23.14; in Asia-Pacific, $5.52; and in the rest of the world, it was $4.50.
This means that Facebook primarily needs to monetize its users in the US and Canada.
How? In several ways. For instance, an increase in ad spending, a larger market base, and better engagement rates of users all affect the ARPU.
Warning: ARPU is not how much your data is worth
It is critical to remark that what Facebook can make of users in terms of monetization doesn’t represent the real value.
In other words, the value of users’ data might be way higher than what Facebook can generate via advertising.
Therefore, it is important not to confuse average revenue per user with the real value of the data behind users, which is another story!
Key Takeaways ARPU, or average revenue per user , is a critical measure to assess Facebook's ability to monetize its users. The critical business metrics Facebook tracks comprise: It is critical to remark that what Facebook can make of users in terms of monetization doesn't represent the real value. Related Visual Stories
ARPU, or average revenue per user, is a crucial metric for attention merchants like Facebook. It assesses the ability of the platform to monetize its users. For instance, in the fourth quarter of 2023 (the last quarter Meta reported it), Facebook's ARPU worldwide was $13.12. In the US & Canada, it was $68.44; in Europe, it was $23.14; in Asia-Pacific, $5.52; and in the rest of the world, it was $4.50.
What is Facebook's ARPU and why it's so important to its business model?
ARPU, or average revenue per user , is a critical measure to assess Facebook's ability to monetize its users. ARPU is given by total revenue in given geography during a given quarter, divided by the average of the number of monthly active users in the geography at the beginning and end of the quarter.
What is Warning: ARPU is not how much your data is worth?
It is critical to remark that what Facebook can make of users in terms of monetization doesn't represent the real value.
Gennaro Cuofano is a CRO and tech executive who has worked in AI since late 2015, starting with bringing NLP, natural-language generation, voice and chatbot products to the marketing industry. His background is in law and finance: he holds a Master's degree in Law and an International MBA with an emphasis on corporate finance (LUISS Business School and the University of San Diego, 2012), and worked as a financial analyst at a real-estate investment firm in San Diego and as an assistant controller. His work focuses on business model strategy, business engineering and, more broadly, structural analysis: how companies make money, read from their own filings. He created FourWeekMBA and leads research there and at The Business Engineer, his newsletter on AI and business strategy, with over 95,000 subscribers and more than 1,000 published analyses. His writing has also appeared on Entrepreneur (for example, How to Digitize a Family Business in Europe) and HackerNoon. Find him on LinkedIn and Substack. See how we source.
