Average Revenue per User (ARPU)


Average Revenue per User - How is ARPU calculated?

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Team Storyly
May 22, 2023
0 min read

What is the average revenue per user (ARPU)?

Average revenue per user (ARPU) is the total revenue generated by a business divided by the total number of users or customers. It is a measure of how much money a company is making from each individual customer on average.

It is calculated by dividing the total revenue generated by a company during a specific period by the number of active users or customers during that same period. ARPU is an important indicator of the company's financial performance, as it helps to evaluate the effectiveness of the company's marketing, sales, and customer retention strategies.

ARPU can be expressed as:

ARPU = Total Revenue / Number of Users or Customers

The value of ARPU can vary widely across industries and companies, depending on factors such as the pricing model, user base size, and the range of services or products offered.

Who uses average revenue per user (ARPU)?

Average revenue per user is a valuable metric for data analysts who want to understand the value of different user segments and predict the lifetime customer value of those users. ARPU is also valuable to investors who want to measure the profitability of a company. A rising ARPU is considered an indication of increasing profitability.

Why is Average Revenue Per User (ARPU) important?

Average Revenue Per User (ARPU) is an important metric for several reasons:

Performance measurement

ARPU helps businesses track and assess their financial performance over time. By monitoring ARPU, companies can identify trends and determine whether their strategies are effective in generating revenue.

Customer segmentation

ARPU can be used to segment customers based on their spending habits or usage patterns. This information can help businesses identify high-value customers, target marketing efforts, and develop products or services tailored to specific customer groups.


Companies can use ARPU to compare their performance against competitors within the same industry or market segment. This comparison helps identify areas where a company may be under- or over-performing and provides insights for improvement.

Pricing strategy

ARPU analysis can inform a company's pricing strategy by highlighting areas for potential price adjustments or changes in product or service offerings to increase revenue.

Customer retention

A declining ARPU may indicate that customers are not finding value in a company's products or services, leading to reduced usage or customer churn. In this case, companies can take steps to improve customer satisfaction and retention.

Investment decisions

Investors often consider ARPU when evaluating a company's financial health and growth potential. A rising ARPU may indicate a successful business model and strong growth prospects, making it an attractive investment opportunity.

Advantages and disadvantages of ARPU

ARPU, or Average Revenue Per User, is an important financial metric for businesses, but it has both advantages and disadvantages:


  1. Simple and easy to understand: ARPU is a straightforward metric that is easy to calculate and interpret, making it accessible to both management and investors.
  2. Benchmarking: ARPU allows companies to compare their financial performance against competitors or industry averages, helping them identify areas for improvement or opportunities for growth.
  3. Customer segmentation: ARPU can be used to segment customers based on their spending habits, enabling businesses to better target their marketing efforts and develop tailored products or services.
  4. Performance tracking: ARPU enables businesses to monitor their financial performance over time, helping them identify trends and evaluate the effectiveness of their strategies.
  5. Informs pricing strategy: ARPU analysis can help businesses optimize their pricing strategy by identifying potential price adjustments or changes in product or service offerings to increase revenue.


  1. Lack of detail: ARPU is an average metric, which means it may not provide a complete picture of a company's revenue distribution. It could mask variations in customer spending or usage patterns, which could be important for understanding the company's financial health.
  2. Sensitivity to user base changes: ARPU can be affected by changes in the number of users, which may not necessarily reflect the company's financial performance. For example, if a company loses high-revenue customers but gains a larger number of low-revenue customers, ARPU may remain stable or even increase, even though overall revenue has decreased.
  3. Doesn't account for costs: ARPU only considers revenue and does not account for costs, such as customer acquisition, product development, or operational expenses. This means that a high ARPU may not necessarily translate to high profitability.
  4. Not applicable to all business models: ARPU is most relevant for subscription-based or usage-based businesses, such as telecommunications, streaming services, or software-as-a-service (SaaS) companies. It may not be as useful for businesses with one-time sales or those that don't have a recurring revenue model.

What variables should I consider when calculating ARPU?

Calculating your average revenue per user (ARPU) requires only two variables, the total revenue, and the number of users, but judging ARPU as a metric is slightly more complicated. Consider comparing a calculated ARPU against the average ARPU of similar companies with similar audiences. When comparing internal ARPUs such as different audience segments or time periods, it can be valuable to consider affecting factors such as acquisition campaigns, seasonal holidays, and cultural events.  

How to Calculate Average Revenue Per User (ARPU)

ARPU is calculated by dividing total revenue over a period of time, by the number of users over the same period. It's a crucial metric in assessing a company's financial performance, often calculated monthly to track and optimize revenue streams effectively.

For example, if a company earns $100,000 in revenue throughout the month of January, and has one million users, the calculation of their ARPU would look like 100,000 (amount of revenue in USD) ÷ 1,000,000 (number of users) for a total of .10 or 10 cents per user per month. 

ARPU Formula

Average Revenue per User (ARPU) Formula

How can a company increase ARPU?

A company can increase its Average Revenue Per User (ARPU) through various strategies, including:

Upselling and cross-selling

Offer existing customers higher-tier plans or additional products and services that complement their current purchases. Upselling and cross-selling can increase the amount customers spend, thus raising ARPU.

Improve pricing strategy

Analyze the current pricing structure and consider adjustments to better align with customer value perception, market conditions, or competitive offerings. This might involve introducing tiered pricing, bundling products, or offering discounts for longer-term commitments.

Enhance product or service offerings

Continuously improve and innovate products or services to provide more value to customers. By offering better or additional features, customers may be more likely to upgrade or pay more for the enhanced offerings, resulting in a higher ARPU.

Target high-value customers

Focus marketing and sales efforts on attracting and retaining high-value customers who generate more revenue. By segmenting the customer base, a company can tailor its approach to the needs and preferences of these high-revenue customers.

Improve customer retention

A loyal customer base can contribute to higher ARPU over time. Implement strategies to improve customer satisfaction, such as providing excellent customer support, soliciting and acting on customer feedback, and offering loyalty programs or incentives.


Use customer data to create personalized experiences, offers, and recommendations that align with individual preferences and needs. Personalization can lead to increased customer engagement and spending.

Bundle products and services

Offer product or service bundles that combine multiple offerings at a discounted price. Bundling can encourage customers to purchase additional items, increasing overall revenue per user.

Expansion to new markets or customer segments

Expand the company's reach by targeting new markets or customer segments that may have higher spending potential, leading to an increase in ARPU.

Encourage referrals

Implement referral programs that incentivize existing customers to bring in new high-value customers, thereby increasing overall revenue and ARPU.

Optimize marketing and advertising

Analyze the performance of marketing and advertising campaigns to identify which channels, messages, and tactics generate the most revenue. Refine strategies to better target and engage potential customers, leading to higher ARPU.


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