ARPU (Average Revenue Per User)
Total revenue divided by total active customers.
ARPU is the average amount each customer pays over a period, usually monthly. ARPU = Total revenue / Active customers. Use ARPU to compare pricing efficiency across segments, detect downgrade trends, and model LTV. Median SaaS ARPU sits near $49/mo; top-quartile is $99+.
Formula
ARPU = Total MRR / Active customers