Report: Average Sale Price

The Average Sale Price (ASP) report tracks the average initial MRR of new subscriptions over time.

For SaaS businesses, it's an early indicator of whether customer lifetime value (LTV) is trending up or down, and a useful lens for evaluating sales performance, pricing strategy, and where to focus acquisition spend. Unlike ARPA, ASP focuses solely on the entry-point value of new customers.

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Average Sale Price chart

If you’re interested in analyzing the average MRR for current subscribers, see Average Revenue Per Account.

What insights can I gain with Average Sale Price?

Average Sale Price is useful for measuring efforts to increase the average deal size of new subscribers and provides an early indication of whether customer lifetime value (LTV) is likely to increase or decrease in the future.

ASP is also a useful financial metric for assessing sales team performance, identifying which regions to spend advertising budget and defining pricing strategy.

Report Notes

ChartMogul classifies the MRR from a customer’s first subscription as New Business. Subsequent increases (or decreases) to the subscription’s MRR (e.g., as the result of an upgrade) are not included in the calculation of this metric. Learn more about MRR movements.
Only recurring invoice line items (subscriptions and trials) and manual subscriptions contribute to this report. Non-recurring items such as setup fees don’t contribute to this report.
Toggle between the default (MRR) and annualized (ARR) view. Report Data values update accordingly. Learn more.

Calculation

ChartMogul calculates Average Sale Price as total New Business MRR in a given period divided by the number of customers who started a paid subscription for the first time in that period.

For example, you acquire ten new subscribers in May. Three purchase a Gold Plan for $100 and seven purchase a Silver Plan for $50. Your Average Sale Price is $65.

Report Data

See Report Data.

Next Steps

See which region or industry has the highest value deals with segmentation.
Track the total expected subscription revenue over the lifetime of an average subscriber with Customer Lifetime Value.
Learn more about ASP in our SaaS metrics library.