Average revenue per account (ARPA)

Average revenue each customer account contributes over a period. The per-user variants are ARPU (all users) and ARPPU (paying users only, for freemium). Per-seat businesses tend to steer by ARPU, account-based businesses by ARPA.

ARPA = Total ARR / Total Customer Accounts

Blended ARPA masks the dynamics, so segment it: new ARPA (gross new ARR / new customers), expansion ARPA, churned ARPA. Higher is not automatically better; ARPA trades against acquisition and retention rates.