Free ForeverNo SignupARPA IncludedUpdated 2026

ARPU Calculator (Average Revenue Per User)

Calculate average revenue per user or per account — and see the impact of moving upmarket on your total revenue.

ARPU (Average Revenue Per User) = MRR ÷ Total Active Paying Users. It tells you how much revenue each user contributes monthly. ARPA (Average Revenue Per Account) uses accounts/companies instead of individual users — more relevant for B2B SaaS where one company may have multiple seats. Both are key inputs for LTV calculation.

Monthly Recurring Revenue (MRR)

Total MRR from all paying customers

Total Paying Users

Number of active paying individual users (not accounts)

Total Paying Accounts / CompaniesOptional — unlocks ARPA

Number of customer companies (for ARPA calculation)

Target ARPUOptional — shows revenue uplift

Your ARPU goal — shows revenue impact of hitting the target

The Formula

ARPU = MRR ÷ Total Paying Users | ARPA = MRR ÷ Total Paying Accounts

In plain English

Divide total Monthly Recurring Revenue by the number of active paying users. For ARPA, divide MRR by the number of paying accounts (companies).

Worked Example

MRR: $150,000. Users: 1,000. ARPU = $150,000 ÷ 1,000 = $150/mo. Accounts: 250. ARPA = $600/mo.

ARPU vs ARPA — Which Should You Track?

For B2C SaaS and consumer products, ARPU (per user) is the right metric. For B2B SaaS, ARPA (per account) is more meaningful — a 500-person company paying $5,000/month has 1 account, but may have 200 individual users.

ARPA tells you what the typical customer pays. ARPU tells you what the typical seat costs. Both are useful: ARPA for go-to-market and sales decisions, ARPU for product and pricing strategy.

ARPU and LTV

ARPU is a direct input to LTV. At 2% monthly churn: LTV = ARPU × (1 ÷ 0.02) × gross margin = ARPU × 50 × 0.75 = ARPU × 37.5. A $100 ARPU business has $3,750 LTV. A $300 ARPU business has $11,250 LTV — triple the revenue per user, triple the LTV, 3× the CAC budget available.

ARPU Benchmarks by SaaS Segment (2026)

Segment	Typical ARPU	GTM Motion	Max CAC (3:1 LTV)
Consumer / PLG	$5–$30/mo	Self-serve	< $1,000
SMB SaaS	$50–$300/mo	Inside sales	< $10,000
Mid-market	$300–$2K/mo	Inside + field	< $75,000
Enterprise	$2K–$20K/mo	Field sales	< $750,000

Source: OpenView SaaS Benchmarks 2025 · ProfitWell Pricing Research 2024

Common Mistakes

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Including free or trial users in the denominator

ARPU should only include paying users. Free plan users and trial users pay $0 — including them collapses your ARPU and makes it look lower than the actual revenue per paying customer.

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Not segmenting ARPU by plan or cohort

A blended ARPU hides which customer segments drive value. If 10% of users are on enterprise plans generating 60% of MRR, your blended ARPU massively understates enterprise economics. Always track ARPU by segment.

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Using ARPA when you should use ARPU for pricing decisions

Per-seat pricing decisions need ARPU (per user). Account-level sales targeting needs ARPA. Using the wrong metric leads to misaligned pricing strategies.