How do I calculate ARPU (Average Revenue Per User)?

Use the formula(s) on this page. Keep inputs consistent by period and basis.

What are good benchmarks?

Benchmarks vary by model and stage. See Benchmarks on this page for ranges.

Inconsistent definitions/time windows; wrong basis (revenue vs gross profit).

Useful for LTV, payback, and pricing analysis. Segment by plan or cohort for signal.

ARPU (monthly)

Total MRR / Number of active customers

Useful for LTV, payback, and pricing analysis. Segment by plan or cohort for signal.

ARPU (monthly)

Total MRR / Number of active customers