1. Finance
  2. Customer & Market Economics

Average Revenue Per Customer


Average Revenue Per Customer (ARPC), also known as Average Revenue Per User (ARPU) in some contexts, is a measure of the revenue generated per user or unit of customer, usually calculated over a specific time period (such as monthly or annually). This KPI is important because it helps businesses understand their revenue patterns and can guide decisions around pricing, customer segmentation, and sales and marketing strategy.


Total Revenue / Total Number of Customers


If a company generates $1,000,000 in total revenue from 500 customers, the ARPC is $2,000. This means the company earns, on average, $2,000 per customer.