// Metrics

ARPA

Average Revenue Per Account, total recurring revenue divided by number of accounts.

In depth

ARPA trending up is usually good (moving upmarket, packaging working). ARPA trending up while logo count falls is usually bad (SMB churn masked by enterprise wins).

Related terms

LTV

Lifetime Value, the gross-profit-weighted expected revenue from a customer over their lifetime.

ARR

Annual Recurring Revenue, the run-rate of contracted subscription revenue at a point in time.

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