Average Revenue Per User (ARPU)

The average revenue per user is the metric used by eCommerce companies to estimate the revenue-generating level of individual customers.

It is used to continually track a company’s annual growth.

ARPU is calculated as total revenue against the average customer/user.

ARPU = Total Revenue/ Average Customer

This metric is used by eCommerce companies to compare their sales or revenue performance with that of other competitors. It is used as a measure of profitability and to make investment forecasts.