• • Average: The total revenue is divided by the number of customers.

  • Revenue: This refers to all the sales income your business generates.

  • Per User: This considers each individual customer.

ARPU essentially tells you how much money you typically earn from a single customer. It's a valuable tool for understanding customer value, pricing strategies, and overall sales performance.

How to calculate average revenue per user (ARPU)?

Calculating ARPU is a straightforward process that involves dividing your total revenue by the number of users over a specific time period. Here's the formula:

ARPU = Total Revenue / Number of Users

Here's what each part of the formula means:

• • Total Revenue: This represents all the sales income your business generates within the chosen timeframe (month, quarter, year).

  • Number of Users: This refers to the total number of customers you have during that same timeframe. It can include both paying and non-paying users, depending on your specific needs.

For example:

Imagine a company generates $10,000 in revenue in a month and has 100 users.

Their ARPU would be:

ARPU = $10,000 / 100 users = $100 per user This indicates that the company earns an average of $100 from each user in that particular month.

Some things to keep in mind:

• • ARPU is typically calculated on a monthly basis, but you can adjust the time frame depending on your business cycle.

  • There's a related metric called ARPPU (Average Revenue Per Paying User) that only considers paying users. This can be useful for subscription-based businesses.