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ARPU (Average Revenue Per User): Meaning, Importance and how to track it

Published by:

Contributor:

Carl Lager

Reviewed by:

Akash Patel

Last updated:

Jun 5, 2025

ARPU – Definition and importance

It’s no secret that the success of any startup relies heavily on its ability to generate revenue and track key performance metrics. One such metric is ARPU, or Average Revenue Per User. Knowing what ARPU really means, how it can be measured effectively and understanding its overall importance will give a business the critical insights needed for sustainable growth.In this post we will take a deep dive into all aspects related to ARPU; digging up why tracking it matters, helping you understand ways to measure it accurately and giving you actionable steps to increase your own ARPU over time.

ARPU stands for Average Revenue Per User, which is a critical metric used to measure the financial health of subscription-based businesses. ARPU is computed by dividing the total revenue generated by the company from its subscribers by the total number of subscribers in the same period. This financial metric allows businesses to understand the average amount of revenue they generate per user, and how it changes over time.

By analyzing the metric ARPU, companies can identify the segments of users that contribute most to their revenue and develop strategies to retain and upsell them. A growing ARPU is a good indicator of a company's growth and financial health. Understanding ARPU is essential for executives and financial analysts to make data-driven decisions about a company's strategy, pricing, marketing, and sales initiatives. ARPU in seen as a core metric both among SaaS metrics and app metrics.

The components of ARPU

As a crucial metric for any business that operates on a subscription model, understanding the components of ARPU (average revenue per user) is essential. ARPU represents the average amount of money a business derives from each customer during a specific period. However, ARPU encompasses more than just monthly subscription fees.

This metric also includes factors such as the average revenue from advertising, merchandise sales, and other sources. Therefore, gaining a deep understanding of each component that makes up ARPU is essential for companies looking to increase their revenue and strengthen their bottom line. By recognizing the critical factors that affect ARPU, businesses can make informed decisions that drive growth and profitability.

A split image with a purple background on the left displaying the text 'Calculate average revenue per user.' On the right side, there's a notepad with the formula 'MRR / active customers' written on it, accompanied by a black pen.

ARPU Formula & Calculation

To calculate your ARPU, simply divide your MRR (monthly recurring revenue) by the total number of active users you have over the course of a particular month (or other time period).

ARPU= MRR / # of active customers

Let’s look at an actual example of a company which has $90,000 and 160 paying customers.‍
$90,000 (MRR) / 160 (# of customers) = $562,5 (ARPU)

Benefits of tracking ARPU for companies

Tracking average revenue per user (ARPU) is an essential financial metric for companies looking to optimize their revenue streams. By measuring the revenue generated by each customer, businesses gain insights into the effectiveness of their pricing structures and marketing strategies.

ARPU provides a clear picture of a company’s financial health by indicating its ability to generate consistent revenue streams from its customer base.

Tracking ARPU is crucial for identifying new opportunities for growth, as it helps businesses to target high-value customers and tailor their offerings to maximize revenue potential. Overall, tracking ARPU is an essential element of strategic financial planning that can help businesses to reap significant financial benefits in the long run.‍

Strategies to increase ARPU as a software company

As a software company, it's crucial to find ways to increase your average revenue per user (ARPU). There are many strategies you can implement to achieve this objective. One of the most effective methods is to continually add value to your products or services. By improving your offerings and providing new features, you can keep customers engaged and willing to pay more.

Another tactic is to segment your customers and target specific groups with tailored pricing plans or product offerings. This can help you maximize revenue by ensuring customers with different needs and budgets have access to the solutions they seek.

Investing in customer relationship management (CRM) tools and prioritizing exceptional customer service can also improve your ARPU by retaining customers and increasing their lifetime value. ‍

Best practices when analyzing ARPU data

ARPU data analysis is not a task to take lightly, especially when it comes to measuring customer retention and loyalty. To employ the best practices, you need to start by breaking down your data into segments that are meaningful to your business objectives.

When segmenting, consider factors like demographics, product interests, and even transaction history. It is also essential to analyze your competitors' ARPU data to get an idea of how you match up and to identify areas for improvement. Once you've analyzed your data, you should communicate your findings to your team and track changes over time.

Employing these practices will ensure you're getting the most out of your ARPU data analysis and making informed decisions to drive your business forward.

ARPU – Definition and importance

The components of ARPU

ARPU Formula & Calculation

To calculate your ARPU, simply divide your MRR (monthly recurring revenue) by the total number of active users you have over the course of a particular month (or other time period).

ARPU= MRR / # of active customers

Let’s look at an actual example of a company which has $90,000 and 160 paying customers.‍
$90,000 (MRR) / 160 (# of customers) = $562,5 (ARPU)

Benefits of tracking ARPU for companies

ARPU provides a clear picture of a company’s financial health by indicating its ability to generate consistent revenue streams from its customer base.

Strategies to increase ARPU as a software company

Investing in customer relationship management (CRM) tools and prioritizing exceptional customer service can also improve your ARPU by retaining customers and increasing their lifetime value. ‍

Best practices when analyzing ARPU data

Employing these practices will ensure you're getting the most out of your ARPU data analysis and making informed decisions to drive your business forward.

Frequently asked questions

Are there any dangers in focusing too much on ARPU?

While ARPU is an important metric to consider, there is a potential danger in focusing too heavily on it. This danger lies in the possibility of overlooking other factors that can contribute to the success of your software business.

For example, if you become overly focused on increasing ARPU, you may neglect other essential operations such as product development or customer service initiatives.

Increased focus on ARPU could lead to unsustainable growth in the long run as companies try to squeeze every cent out of their customers without giving them any added value. It's important for businesses to remember that while driving up ARPU is important, it should not come at the expense of providing exceptional user experiences and delivering quality products and services.

How can you increase your ARPU?

To increase your average revenue per user (ARPU), you need to focus on adding value to your products or services. Adding new features and continually improving offerings can help keep customers engaged and willing to pay more.

Additionally, segmenting customers and targeting specific groups with tailored pricing plans or product offerings can also maximize revenue potential.

Finally, investing in customer relationship management (CRM) tools and prioritizing exceptional customer service will help to improve customer retention and lifetime value. By leveraging these strategies, software companies can optimize their revenues and maintain a strong competitive edge.

How is ARPU calculated?

ARPU is calculated by dividing a company's MRR (monthly recurring revenue) by the total number of active users over a given period.

An example would be a software company that has $90,000 and 160 paying customers; their ARPU would be calculated as ($90,000 / 160) = $562.5. It’s important to note that this formula does not include additional sources of revenue such as advertising and merchandise sales.

What are some common mistakes made when trying to increase ARPU?

One common mistake made when trying to increase ARPU is not segmenting customers properly. If you do not break down your data into meaningful segments, it will be difficult to target specific groups with tailored offerings or pricing plans.

Another mistake is neglecting the importance of customer service and failing to invest in CRM tools that help improve customer retention.

Companies may focus too heavily on short-term gains rather than taking a long-term approach which can lead to unsustainable revenue sources and decreased profits over time.

Tracking ARPU is a key element for businesses looking to maximize their financial performance. With proper analysis and implementation of strategies that increase value for users, software companies can optimize their revenues and ensure sustained profitability in the long term. By understanding the importance of ARPU, leveraging best practices when analyzing data, and avoiding common mistakes, you can capitalize on opportunities to increase revenue and stay ahead of your competition.

What are some other metrics of success besides ARPU?

Some other key metrics to consider in addition to ARPU include Monthly Recurring Revenue (MRR), customer acquisition cost (CAC), and customer lifetime value (LTV).MRR is a measure of the total revenue your customers generate each month, CAC is the fee associated with bringing on new customers, and LTV is the amount of money that a single customer will spend over their entire time using your product. Together, these metrics help you assess the financial health of your business and make more informed decisions about pricing plans, marketing strategies, and product offerings.

What are the benefits of a high ARPU?

A high ARPU is a sign of a healthy subscription-based business. Companies with higher ARPUs generate more revenue from each customer, indicating that they have effective pricing structures and marketing strategies in place.

Additionally, companies with higher ARPUs can better identify high-value customers and tailor their offerings to maximize revenue potential.In short, tracking and improving your average revenue per user is an essential element of strategic financial planning that can help businesses reap significant financial benefits over time.

What is ARPU?

This metric is an essential financial tool used to measure the health of subscription-based businesses. It allows companies to understand the average amount of revenue they generate per user, and how it changes over time. By analyzing ARPU, businesses can identify the segments of users that contribute most to their revenue and develop strategies to retain and upsell them.

Understanding how to calculate ARPU and employing best practices when analyzing data are crucial for optimizing business operations and driving growth. With a clear understanding of this metric, you will be able to make informed decisions about pricing, marketing, sales initiatives, and customer retention strategies that ultimately lead to increased revenues.