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Metric: Average Sale Price (ASP)

The Average Sale Price (ASP) chart reports the average MRR of new customers at the moment they convert to a paid account.

You can view this metric at https://app.chartmogul.com/#charts/asp.

How is it calculated?

Formula

The SUM of all New business MRR in a period / the number of new customers in the same period

Example

If you acquired 10 new customers in a month and all customers paid $1, your Average Sale Price would be $1.

What analysis can be gained?

ASP is useful for measuring the effectiveness of your sales team at driving new customer deal sizes higher. This metric also gives an early indication if your LTV will increase or decrease. You can use segmentation tools on this graph. For example, you can compare ASP by sales region.