Average Revenue per Active Customer (ARPA) is a metric that looks at the average revenue generated by a customer over a certain time period.
ARPA is calculated by dividing the total revenue generated by a company by the number of active customers during that time period.
For example, if a company has 100 customers and generates $1,000,000 in revenue during a certain time period, their ARPA is $10,000.
ARPA is a great metric to use as a benchmark for your company's growth. If you're looking to grow your company, you need to be able to show that you're increasing your ARPA.
For example, if you have 100 customers and you're generating $1,000,000 in revenue, your ARPA is $10,000. If you have 200 customers and you're generating $2,000,000 in revenue, your ARPA is $10,000.
This means that you're generating the same amount of revenue per customer, but you have twice as many customers.