Average Revenue Per Account
Also: ARPAARPUAverage Revenue Per User
The average recurring revenue generated per customer account over a period.
Why it matters
ARPA shows how much revenue each account contributes on average and is a lever for growth independent of adding new logos, raising ARPA grows revenue from the customers you already have. It reflects pricing, packaging, and expansion success. Rising ARPA is a sign of effective upsell or a move up-market.
How it is calculated
ARPA = total recurring revenue in a period / number of accounts in that period
What good looks like
ARPA trends matter more than the absolute figure: rising ARPA suggests successful expansion or premium positioning, falling ARPA may signal discounting or down-market drift. Compare cohorts to see whether expansion is real.
Related terms
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