ARPA (Average Revenue Per Account): Average monthly recurring revenue per customer.
Also known as: ARPA
Formula
ARPA = MRR / Active CustomersComputable definition
The canonical formula in the GASP formula grammar. The MCP server compiles it to SQL over the datasets listed below.
metric.mrr / metric.total_customersUnit: currency
Breakdowns
by_segment: one row persegmentvalue
Notes: by_segment returns one row per customer segment, since a blended ARPA across SMB and enterprise describes neither.
Data requirements
Grain: End-of-month snapshot · Frequency: Daily sync · Aggregation: snapshot (month) · Staged: no · Main source: Billing.
| Field | Dataset | Type |
|---|---|---|
customer_id | customer | string |
customer_status | customer | string |
mrr | subscription | decimal |
snapshot_date | customer | date |
snapshot_date | subscription | date |
subscription_status | subscription | string |
Example SQL (Postgres)
SELECT (CAST(((SELECT COALESCE(SUM(mrr), 0) FROM subscription WHERE snapshot_date = :period_end AND subscription_status = 'active')) AS DOUBLE PRECISION) / NULLIF(((SELECT COUNT(DISTINCT customer_id) FROM customer WHERE snapshot_date = :period_end AND customer_status = 'active')), 0)) AS arpa Access: recommended
sensitivity tier confidential,
access scope unscoped.
Guidance your policy engine enforces.
From an agent: with the GASP MCP server, call
lookup_metric({ "name": "ARPA (Average Revenue Per Account)" }) or generate_query({ "metric": "ARPA (Average Revenue Per Account)", "adapter": "<your adapter JSON>" }).
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
- ACV drives ARPA (Sales)
- MRR component of ARPA (Core)
- Total Customers component of ARPA (Core)
Downstream: what this drives
- ARPA component of CAC Payback Period (Core)
- ARPA component of LTV (Core)
- ARPA measures Customer (Entity)
- ARPA measures Subscription (Entity)