Calculating Average Revenue Per Unit: Formula & FAQS

Calculating Average Revenue Per Unit: Formula & FAQS

Do you ever wonder what your average revenue per unit is? This figure can help determine whether or not a particular product is selling well and, if not, where you may have to make changes. Keep reading for a quick tutorial on calculating average revenue per unit and some FAQs.

What Is ARPU, And What Does It Measure?

The average revenue per unit (ARPU) is a business term used to calculate the average amount of money a company earns from each customer or client. To calculate ARPU, you divide total company revenue by the number of customers or clients.

For example, if a company has total revenue of $100,000 and 1,000 customers, its ARPU would be $100.00. If a company has total revenue of $10,000 and 100 customers, its ARPU would be $100.00. And so on...

Many factors can affect a company's ARPU, including the product or service offered, the pricing strategy employed, the targeted customer segment, and the competitive landscape. ARPU is an essential metric for companies to understand. It can help them identify ways to increase revenue by targeting customers with the right products at the correct prices.

 Companies can also use ARPU to compare themselves against competitors and track changes in customer behavior over time. By monitoring ARPU regularly, businesses can make better decisions about how to grow their business and maximize their profits.

Related: How to Calculate Cost Per Unit

How Do You Calculate ARPU Using Total Revenue And Unit Sales Data?


  • Collect your data
  • Add the data points
  • Divide by the number of data points
  • Analyze the results

Divide your MRR by the total number of active users per month to determine your ARPU.

ARPU = MRR / # of energetic customers.

Let's examine a real-world example of a client with 124 customers and an MRR of $34,590.

124 consumers divided by $34,590 (MRR) = $278.95. (ARPU)

The units sold are multiplied by the average unit price in the sales revenue calculation to determine revenue. Businesses that provide goods use a slightly different approach to determine the formula: they multiply the number of customers by the average service price. Revenue = Number of Units Sold x Average Price.

Related: How to Calculate Inventory Turnover?

Why Is ARPU An Essential Metric For Businesses To Track And Understand?

ARPU Helps In Pricing Tiers

The pricing is based on usage, the number of units, features, or a combination of these; the perceived value of your product can take time to quantify. It helps to know which pricing levels attract the most consumers and earn you the most revenue. 

ARPU Helps Your Ability To Scale

If your ARPU is low, you'll have to spend more on resources like marketing and customer success to acquire and support new customers. If the cost of these resources outpaces your revenue, your business will neither sustain itself nor grow. Suppose your ARPU is high, which shows high ARPU that you're charging a reasonable amount for your services and delivering high value.

How Can Businesses Use ARPU To Improve Their Operations And Bottom Line?

The product price can be increased, the product line can be expanded, you can improve the product to reduce returns on sales, or the effect can be increased. Additionally, the bottom line is further boosted by additional income streams, including investment income, interest income, rental or co-location fees, and money from selling items like machinery or equipment.

Ways To Grow ARPU In Your Business

Focus On Quality, Not Quantity

Invest in providing superior customer service and a high-quality product or service. This will help ensure that customers return to your business and are more likely to purchase more products or services from you.

Offer Additional Features

 Increase the value of your existing products and services by offering additional features such as discounts, loyalty programs, or add-ons. Doing this can increase the revenue generated per customer without necessarily increasing prices.

Create A Marketing Strategy

Develop an effective marketing strategy focusing on attracting new customers, engaging existing ones, and increasing repeat purchases. This can be done through email campaigns, social media ads, and other forms of digital marketing. 

Analyze Data

Track customer behavior patterns over time and uses the information to adjust your pricing and marketing strategies. By doing this, you can identify new growth opportunities and optimize your processes for maximum profitability. 

Make Loyal Customers And Satisfy Them With Your Customer Service

Go the extra mile to ensure your customers feel valued and appreciated. This includes responding quickly to customer inquiries, offering discounts or special rewards for loyal customers, and providing regular updates on new products or services. These things can help keep customers returning and spending more money with you. 

Offer Competitive Pricing

Make sure to review competitor prices regularly and adjust yours accordingly to offer competitive pricing without sacrificing margins. Doing this can ensure that customers see value in your product or service and are willing to pay a fair price.

What Are Some Of The Challenges With Calculating ARPU?

ARPU is an important metric that can help businesses better understand their customers and optimize pricing and marketing strategies. By understanding how much each customer is spending on average, companies can see where they may need to adjust their offerings or target specific demographics to maximize revenue. Additionally, tracking ARPU over time can reveal a company's progress toward achieving its goals for growth. Ultimately, ARPU can be a strong indicator of a business's success.

There are a few main challenges when calculating ARPU:

1. Defining the customer base: This can be tricky, as companies may have multiple customer segments with different spending patterns. Additionally, customers who have left the company may need to be considered.

2. Determining the period for measurement: The period can vary depending on the business, but choosing a time frame representative of recent customer behavior is essential.

3. Calculating total revenue: This includes all revenue generated from customers within the designated period, regardless of how it was generated (product sales, subscriptions, etc.)

4. Dividing by customer count: This gives you the average revenue per customer, which can be used to measure the performance of different customer segments.

FAQS About Average Revenue Per Unit

What Is An Example Of A Company With A High ARPU?

Blue Apron is an example of a high ARPU business with an average revenue per client of $245. However, the corporation may produce more money with a smaller customer base because of the tall price structures.

How Do You Calculate Revenue Per Unit?

Total revenue divided by the number of units sold yields revenue per unit. Average Revenue Per Unit = Total Revenue / Total Units Sold is the formula. Depending on the business model, this can be modified. For instance, subscription services will substitute the total number of subscriptions sold for the total number of units sold.


Calculating your average revenue per unit is an essential first step in understanding your business's profitability. Armed with this information, you can make more informed decisions about pricing, production, and shipping that will help increase profits. If you need help reducing shipping costs for eCommerce orders, get in touch with Simpl. We're experts in assisting businesses to save money on shipping without compromising on speed or quality.

Recommended: How to Calculate Beginning Inventory

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