ARPA

The ARPA (Average Revenue Per Account) report tracks the average monthly revenue generated from each active customer. It is a critical metric in GrowPanel for understanding the value of your customer base, analyzing pricing strategy effectiveness, and identifying trends in customer spending.

ARPA is calculated as MRR (Monthly Recurring Revenue) divided by the number of active subscribers.

$$\text{ARPA} = \frac{\text{MRR}}{\text{Subscribers}}$$

For an in-depth explanation of ARPA as a metric, see the ARPA guide in the SaaS Metrics Academy.

Overview

The ARPA report includes a timeline chart and a breakdown table. Unlike the MRR and Subscribers reports, the breakdown table cells are not clickable and there is no detail table.

Timeline chart

The timeline chart shows your ARPA over the selected period. If you hover the chart, you'll see a tooltip displaying the MRR, the number of active subscribers, and the calculated ARPA for that specific period. The currently ongoing period is marked as a dashed line. You can adjust the chart data using the date picker, currency picker, interval selector and a wealth of filters, explained in the Filters section underneath.

Note that the numbers for a given period shows how those numbers looked at the end of the period.

Breakdown table

The table underneath the chart displays the three core components used to calculate ARPA for each period: MRR, the count of active customers, and the resulting ARPA.

• MRR (Monthly Recurring Revenue)

  The total recurring revenue at the end of the period.

• Customers

  The total number of active, paying subscribers at the end of the period.

• ARPA (Average Revenue Per Account)

  The calculated ARPA for the period (MRR / Customers).

The table allows for a quick comparison of the three metrics across different time intervals, helping you understand whether changes in MRR are driven by changes in customer volume or changes in the revenue generated per customer.

Filters

The report supports a wide range of filters to help you focus on specific segments of your business. These include:

• Date range

  Select a custom range or preset periods (last 30 days, last quarter, etc.)

• Interval

  Choose how ARPA is aggregated: daily, weekly, monthly, quarterly, or yearly

• Currency Select your reporting currency. When switching reporting currency, the underlying MRR component is recalculated using daily historical exchange rates. If you want to fix/freeze FX rates in your reports, you can tick a checkbox, and all FX rates are fixed at the start date of the report. Example: if you see "Year to date", all FX rates will be fixed at the 1st of january.

• Additional filters – plan, region/country, billing frequency, payment method, customer age, etc. (see all filters)

Filters are applied to both the chart and the table simultaneously.

Exporting the data

You can export the table as a CSV file for offline analysis or reporting by clicking the "Export" icon next to the date picker.

Practical tips

• Monitor ARPA alongside Subscribers and MRR. If MRR is growing but ARPA is declining, it suggests your growth is driven by acquiring lower-value customers.
• Use the interval selector to spot rapid changes. A sharp increase in daily ARPA might indicate a successful, high-value upsell campaign.
• Fixing the currency is essential when analyzing historical ARPA across multiple currencies, as it prevents exchange rate fluctuations from distorting the true average value of your customers.
• Combine multiple filters to identify the ARPA of different cohorts (e.g., customers by region or plan type) to optimize pricing.