What is a Average Revenue Per User?

Ruben Buijs
August 10, 2023

Average Revenue Per User (ARPU) is a key metric used in Saas product management to measure the average revenue generated by each user or customer over a specific period of time. It provides valuable insights into the financial health and growth potential of a Saas product or service.


Let's say you are managing a Saas company that offers a project management tool. In a given month, you have 100 paying customers with a total revenue of $10,000. The ARPU for that month would be $100 ($10,000 divided by 100 customers). This means that on average, each customer is generating $100 in revenue for your Saas product.


ARPU is a crucial metric for Saas product managers as it helps them understand the revenue-generating potential of each user. By tracking ARPU over time, product managers can identify trends, evaluate the effectiveness of pricing strategies, and make informed decisions to optimize revenue growth.

How to Use it

To calculate ARPU, divide the total revenue generated within a specific time period by the number of active users or customers during that period. This will give you the average amount of revenue generated per user.

ARPU can be used in various ways:

  1. Pricing strategy optimization: ARPU can help you assess the impact of different pricing plans and pricing changes on your revenue. By tracking ARPU across different customer segments, you can determine the optimal pricing strategy to maximize revenue.
  2. Customer segmentation: ARPU allows you to segment your customers based on their revenue contribution. This segmentation can help you identify high-value customers and tailor your marketing or product strategies to cater to their needs.
  3. Benchmarking: By comparing your ARPU with industry averages or competitors, you can assess your Saas product's performance and identify areas for improvement. A higher ARPU than your competitors indicates a stronger revenue potential.

Useful Tips

Here are some useful tips to consider when working with ARPU:

  • Track ARPU over time: Monitor ARPU regularly to identify trends and patterns. This will help you understand the impact of changes in your product, pricing, or customer base on revenue generation.
  • Analyze ARPU by customer segments: Segment your users or customers based on different attributes such as plan type, subscription duration, or geographic location. Analyzing ARPU by segments can provide valuable insights into which customer groups are driving higher revenue.
  • Consider cohort analysis: By analyzing ARPU within specific cohorts of users who joined your Saas product during the same period, you can identify if revenue per user is increasing or decreasing over time. This can help you measure the effectiveness of customer retention and expansion efforts.
  • ARPU is not the only metric: While ARPU is an important metric, it should not be considered in isolation. Combine it with other metrics like Churn Rate, Customer Lifetime Value, and Customer Acquisition Cost to get a holistic view of your Saas product's financial performance.

Related Terms


What is Average Revenue Per User (ARPU)?

Average Revenue Per User (ARPU) is a key metric used to measure the average amount of revenue generated per user or customer within a specific time period.

Why is Average Revenue Per User important for SaaS product management?

ARPU helps SaaS product managers understand the revenue potential of each user or customer, allowing them to make informed decisions regarding pricing, upselling, and marketing strategies.

How is Average Revenue Per User calculated?

ARPU is calculated by dividing the total revenue generated within a specific time period by the total number of users or customers during that same period.

What is the significance of increasing Average Revenue Per User?

Increasing ARPU indicates that each user or customer is generating more revenue, which can lead to higher profitability and business growth.

How can I improve Average Revenue Per User for my SaaS product?

To improve ARPU, you can consider implementing pricing tiers, offering upsells or cross-sells, providing additional value-added features or services, and optimizing your customer retention strategies.