Revenue per available customer
Also called: RevPAC
Revenue per available customer spreads revenue across everyone reachable, including dormant and non-paying users, rather than only the active base. Borrowed from yield management, it treats an unmonetised customer as unsold inventory instead of excluding them from the denominator.
How it is calculated
RevPAC = Total revenue in period / All reachable customers in period
The gap between RevPAC and ARPU is the size of the dormant opportunity.
Why it matters for ARPU
It reframes dormancy as a measurable revenue gap, which is exactly the kind of opportunity a decision layer can work systematically.
Related terms
ARPUARPU, average revenue per user, is total revenue in a period divided by the average number of active users in that period.Monetization rateMonetization rate is the share of active customers who pay anything in a period.Revenue opportunityA revenue opportunity is a named, sized and addressable gap between what a customer segment is worth today and what it could be worth.Win-backWin-back is the practice of returning a lapsed or cancelled customer to paying status.