ASP

The ASP (Average Sales Price) report tracks the average Monthly Recurring Revenue (MRR) brought in by each new customer during a specific period. It is a key metric in GrowPanel for evaluating the effectiveness of your initial pricing and sales strategies, especially for new acquisitions.

ASP is calculated by dividing the New MRR generated in a period by the number of New Subscribers acquired in that same period.

$$\text{ASP} = \frac{\text{New MRR}}{\text{New Subscribers}}$$

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

Overview

The ASP report includes a timeline chart and a breakdown table. This report focuses specifically on the revenue quality of new customer acquisition. The breakdown table cells are not clickable and there is no detail table.

Timeline chart

The timeline chart shows your ASP over the selected period. If you hover the chart, you'll see a tooltip displaying the New MRR, the number of New Subscribers, and the calculated ASP 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 ASP for each period: New MRR, the count of New Subscribers, and the resulting ASP.

• New MRR

  The total recurring revenue added by newly acquired customers during the period.

• New Subscribers

  The total number of unique, newly acquired paying customers during the period.

• ASP (Average Sales Price)

  The calculated ASP for the period (New MRR / New Subscribers).

The table allows you to quickly see if fluctuations in New MRR are caused by acquiring a higher volume of new customers or by increasing the average value of those initial sales.

Filters

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

• Date range

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

• Interval

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

• Currency Select your reporting currency. When switching reporting currency, the underlying New 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, 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

• Segmentation is Key: Use Additional filters to compare the ASP achieved through different acquisition channels, regions, or payment methods. This helps prioritize your most valuable acquisition sources.
• Track Pricing Changes: Look at the chart after a pricing change to see the immediate impact on your average initial sale.
• Distinction from ARPA: Remember, ARPA measures the average revenue of all active customers, while ASP measures the average revenue of only new customers. A rising ASP without a corresponding rise in ARPA might indicate an issue with existing customer upselling (Expansion MRR).