---
title: What is Decision volume?
url: https://markin.ai/glossary/decision-volume
category: Markin vocabulary
---

# Decision volume

> Decision volume is the number of distinct, evidenced customer-level decisions a business makes in a period. Unlike campaign count or creative volume, it measures how often the business actually chose something different for someone based on their state rather than their segment.

## Why it matters for ARPU

ARPU growth in a large base is the sum of many small correct decisions. Raising decision volume while holding quality constant is the most reliable lever available.

## Related terms

- [Candidate action](https://markin.ai/glossary/candidate-action), A candidate action is one specific intervention eligible for one specific customer at one moment: an offer, a message, a price, a plan change, a support intervention or deliberately doing nothing.
- [Growth agent](https://markin.ai/glossary/growth-agent), A growth agent is an autonomous worker that runs one stage of the growth-science loop without being prompted: reading signals, writing hypotheses, designing experiments, launching them through connected systems or reading out causal results.
- [Next best action](https://markin.ai/glossary/next-best-action), Next best action is the single intervention that maximises expected value for a specific customer at a specific moment, chosen across every available option including doing nothing.
- [Real-time decisioning](https://markin.ai/glossary/real-time-decisioning), Real-time decisioning evaluates a customer's current context and returns an action within the latency budget of the moment, typically tens of milliseconds inside an app or call.

## Go deeper

- [From creative volume to decision volume](https://markin.ai/blog/creative-volume-to-decision-volume), The metric shift behind the loop.
- [Next best action marketing](https://markin.ai/blog/what-is-next-best-action), The pillar guide to per-customer, per-moment decisioning.

Source: https://markin.ai/glossary/decision-volume