ARPU Analysis Template for Product Analytics

ARPU measures revenue per user. ARPA (average revenue per account) measures revenue per paying account or company. For B2B SaaS products with multi-seat accounts, ARPA is often more meaningful because one account may have dozens of users. Use ARPU for consumer or per-seat pricing models. Use ARPA for account-level pricing models. This template works for both; just swap "user" for "account" in the denominator.

It depends on your business model and audience. Including free users gives you a blended view that reflects your overall monetization efficiency (useful for investor reporting). Excluding free users gives you a clearer view of paying customer value (useful for pricing decisions). Track both. Report whichever is more relevant to the question you are answering.

Monthly is the standard cadence for SaaS businesses. Quarterly deep dives (with segment and cohort breakdowns) are valuable for strategic planning. Weekly ARPU tracking is usually too noisy unless you are running active pricing experiments.

For B2B SaaS, 5-15% annual ARPU growth is typical for mature products. High-growth products with active expansion motions can see 20-30% annual ARPU growth. If your ARPU is declining while your user count grows, you are adding lower-value customers faster than you are expanding existing ones.

ARPU is one of the core inputs to [customer lifetime value](/glossary/ltv-customer-lifetime-value). LTV is approximately ARPU divided by monthly churn rate. A $100 ARPU with 3% monthly churn yields roughly $3,333 LTV. Use the [LTV/CAC calculator](/tools/ltv-cac-calculator) to model how ARPU changes flow through to unit economics. ---