Average Revenue Per User (ARPU) is a metric used by businesses to measure the average amount of revenue generated per user or customer. It is calculated by dividing the total revenue generated by the total number of users or customers during a specific period of time.

ARPU is a valuable metric for businesses with a subscription-based business model, such as telecommunications companies, streaming services, and online gaming platforms. By calculating ARPU, businesses can evaluate their pricing strategies, customer retention rates, and revenue growth potential.

For example, suppose a company generates $1 million in revenue from 10,000 customers in a quarter. In that case, its ARPU would be $100 ($1 million divided by 10,000 customers). By monitoring changes in ARPU over time, the company can assess the effectiveness of its marketing campaigns, product upgrades, and pricing changes.

ARPU can also help companies identify segments of customers that generate higher revenue, allowing them to focus on targeting those segments with more personalized offerings and incentives. This can lead to increased customer loyalty and higher revenue in the long run.