GASP Generally Accepted SaaS Principles

Core Revenue Metrics Outcome

ARPA (Average Revenue Per Account)

ARPA (Average Revenue Per Account): Average monthly recurring revenue per customer.

Also known as: ARPA

Formula

ARPA = MRR / Active Customers

What It Tells You

The average value of a customer on a monthly basis. Used in LTV and CAC Payback calculations.

Related Metrics

Connected in the GASP relationship graph.

Upstream: what drives this

MRR component of ARPA (Core)
ACV drives ARPA (Sales)

Downstream: what this drives

ARPA component of LTV (Core)
ARPA component of CAC Payback Period (Core)
ARPA measures Subscription (Entity)

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