Guide to Increasing Your SaaS Average Revenue Per Account (ARPA)

Guide to Increasing Your SaaS Average Revenue Per Account (ARPA)

In today’s competitive SaaS landscape, the success of your business will, in large part, depend on how effectively you can maximize your revenue streams. One crucial metric that can help SaaS businesses achieve this goal is SaaS Average Revenue Per Account (ARPA). But what exactly is ARPA, and how can you use it to drive growth? In this guide, we’ll explore the ins and outs of SaaS Average Revenue Per Account, from its importance in the SaaS industry to the strategies you can implement to increase it. 


Guide to Increasing Your SaaS Average Revenue Per Account (ARPA)

ARPA, or Average Revenue Per Account, is a key metric for SaaS businesses that measures the average monthly revenue generated per account. By tracking ARPA, you can gain valuable insights into your profitability and growth potential. But how does it differ from the closely related metric, Average Revenue Per User (ARPU)? While both metrics help you understand account average revenue, ARPA focuses on the revenue generated per account, whereas ARPU evaluates the revenue generated per user in a designated timeframe, usually monthly.

Understanding ARPA is crucial for SaaS businesses as it informs critical decisions regarding pricing optimization, customer acquisition, and revenue growth. A high ARPA implies that your business requires fewer customers to reach its monthly recurring revenue (MRR) goals. On the other hand, a low ARPA indicates that your business needs a considerable amount of customers to reach its MRR goals, which may not be conducive to long-term success.


ARPA Formula and Calculation Example

To calculate ARPA, you simply divide the total revenue by the total number of accounts over a given period, typically monthly. This gives you the average revenue per account for that specific period.

ARPA Formula

ARPA Formula

Calculation Example

If a SaaS company has $2,000,000 in MRR and has 3,200 active accounts, its ARPA will be $625 ($2,000,000/3,200).


Strategies for Increasing ARPA

To maximize ARPA, a SaaS business should focus on pricing optimization, upselling and cross-selling, customer retention and churn reduction, and targeting high-value customer segments. Below we will go through these areas in more detail.


1. Pricing Optimization

Pricing optimization is a critical tool for increasing ARPA. By aligning the pricing tiers with customer types and usage patterns, as well as implementing scalable pricing models based on value metrics, a SaaS business can get a deeper understanding of its customers and adjust its pricing accordingly.


2. Upselling and Cross-selling

Upselling involves offering a customer a more expensive version of the product they’re interested in, while cross-selling involves offering a related product or service.

By encouraging existing customers to upgrade their plans, increase usage, and purchase additional services, a SaaS business can boost its ARPA and foster long-term customer relationships. To effectively upsell and cross-sell, it’s important to understand your customers’ needs, suggest personalized recommendations, and provide incentives to encourage them to upgrade or purchase additional products or services.


3. Customer Retention and Churn Reduction

Customer retention and churn reduction are crucial for increasing ARPA. By implementing effective customer retention strategies, such as providing excellent customer service and user onboarding, you can reduce churn and ultimately increase ARPA. By focusing on customer retention and churn reduction, a SaaS business can also maximize customer lifetime value, which is another critically important SaaS metric.


4. Targeting High-Value Customer Segments

The process of targeting high-value customer segments involves analyzing customer data and segmenting customers based on their spending habits and other factors to identify and target customers who are likely to generate the most revenue. By focusing on high-value customer segments, you can tailor your marketing strategies and provide personalized experiences to increase customer satisfaction and boost revenue growth.


5. Implementing Technology Solutions

Adopting technology solutions, such as billing and payment infrastructure, can automate processes and support ARPA growth initiatives. Billing and payment infrastructure refers to a suite of tools and services that facilitate the processing of payments, invoicing, and customer data management.

By implementing technology solutions, you can streamline your operations, reduce manual errors, and ensure that your customers have a seamless experience when interacting with your SaaS business. This, in turn, will contribute to an increase in ARPA and foster long-term customer relationships.


Analyzing and Benchmarking Your ARPA

Monitoring ARPA trends and benchmarking against competitors are essential for gauging your performance in the market and identifying areas for improvement. By regularly tracking and analyzing your ARPA, you can uncover valuable insights into your customer behavior and make informed decisions about your pricing, upselling, and cross-selling strategies.

In addition, benchmarking your ARPA against competitors in your industry can help you set realistic targets and identify best practices to implement in your business. 



In conclusion, understanding and optimizing ARPA is crucial for the success of your SaaS business. By focusing on pricing optimization, upselling and cross-selling, customer retention and churn reduction, and targeting high-value customer segments, you can maximize your ARPA and drive sustainable growth. Additionally, leveraging data analysis and technology solutions can provide valuable insights into customer behavior and support your ARPA growth initiatives. With these strategies in place, your SaaS business will be well-positioned to thrive in the competitive market.


Frequently Asked Questions


What is the average revenue per user in SaaS?

Average Revenue Per User (ARPU) in SaaS is typically measured as the revenue generated per account each month or year, also known as Average Revenue Per Account (ARPA) or Average Revenue Per Customer (ARPC).

This metric is important for SaaS companies to track as it helps them understand how much revenue they are generating from each customer and can be used to identify areas of improvement.


What is the average revenue per account?

SaaS companies generate subscription or contractually recurring revenue per account, which is referred to as ARPA (average revenue per account). This KPI helps companies gain insights into their customer base and understand how their spending reacts to changes.


What is the difference between ARPA and ARPU?

ARPA captures the average monthly revenue generated from each account, while ARPU measures the average revenue generated per user on a monthly basis.


How do I calculate ARPA?

To calculate ARPA, simply divide total revenue by the total number of accounts over a given period. This is usually done on a monthly basis.

If you enjoyed this article or are interested in more topics related to accounting for SaaS, here are three more you may want to check out:

A Guide to Annual Contract Value
How to Increase Revenue Per Account
Calculating Upsell and Cross Sell