CAC Calculator
Sales + marketing spend in a slice ÷ newly acquired customers counted the same window.
Open calculator →ARPU Calculator
Revenue ÷ paying accounts for the same slice and period your analytics export uses.
Overview
Use when customer counts grow but revenue looks stuck—ARPU highlights mix shift to cheaper plans. Everyone must agree which accounts sit in the denominator.
When to use this calculator
- When paying customer count and revenue are both known for the same slice
- When ARPU drifts but customer count is flat and you want the mix story
- When you define trials and paused accounts clearly in the denominator
- Before you compare segments with very different deal sizes
Rule of thumb
When trials linger in the denominator, ARPU can look artificially low—or high—depending how you classify them.
Terms used in this calculator
- ARPU / ARPA
- Average revenue per paying logo or seat in the slice you grouped.
- MRR
- Monthly recurring revenue: paying subscribers times the recurring monthly revenue you attach to each after any annual-to-monthly split you use.
Calculator
Average revenue per user
$49.00
Results are simplified estimates for educational purposes only and should not be treated as financial, accounting, legal, or tax advice. See our disclaimer for details.
Formula
Total recurring revenue ÷ number of paying customers (or ARPU field equivalents in data).
Example calculation
Using the default example values from the JSON seed for this tool:
- Total revenue (period)
- 20580
- Number of customers
- 420
Result: $49.00 (Average revenue per user)
How to interpret this result
Average revenue per account—here, total recurring revenue divided by paying customers in the slice.
Define whether trials or paused accounts are in the denominator.
Great for spotting mix shift even when logo count grows.
Common mistakes
- Dividing revenue by all signups instead of paying customers.
- Mixing product lines with wildly different pricing in one ARPU.
- Including one-time professional services in “recurring” ARPU without labeling it.
What to do next
Split plans or cohorts externally if ARPU hides mix shift underneath flat customer counts.
How to improve this result
- Track ARPU by plan tier when mix shifts mask pricing power.
- Exclude paused trials from paying-base denominators if they distort trends.
- Watch usage-based overages—they can lift ARPU without “raising prices.”
Recommended tools
- Baremetrics SaaS metrics and subscription analytics dashboards.
- ChartMogul Subscription analytics for revenue, churn, and cohort reporting.
- ProfitWell Pricing and retention resources for subscription businesses.
FAQ
- Trials in denominator?
- Usually no—unless you explicitly say "all active accounts" including paused.
- Does ARPU include discounts?
- Yes if revenue is net of discounts in your export.
- Why ARPU up but NRR down?
- Smaller base or churned whales can distort each metric differently—open both.
- B2B vs B2C blended?
- Segment when deal sizes differ by an order of magnitude.
- Compare to LTV?
- ARPU is spot; LTV stretches horizon with churn and margin—different questions.
Related calculators
LTV Calculator (Simple Gross Margin Adjusted)
Simplified annuity-style gross LTV using ARPA, margin, and churn in shared time units.
Open calculator →MRR Calculator
Paying customers × average monthly recurring price after you convert plan mix into monthly amounts.
Open calculator →Affiliate disclosure
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