---
title: What is Revenue per available customer?
url: https://markin.ai/glossary/revenue-per-available-customer
category: Revenue and ARPU metrics
aliases: RevPAC
---

# Revenue per available customer

> 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

- [ARPU](https://markin.ai/glossary/arpu), ARPU, average revenue per user, is total revenue in a period divided by the average number of active users in that period.
- [Monetization rate](https://markin.ai/glossary/monetization-rate), Monetization rate is the share of active customers who pay anything in a period.
- [Revenue opportunity](https://markin.ai/glossary/revenue-opportunity), A revenue opportunity is a named, sized and addressable gap between what a customer segment is worth today and what it could be worth.
- [Win-back](https://markin.ai/glossary/win-back), Win-back is the practice of returning a lapsed or cancelled customer to paying status.

## Go deeper

- [Revenue discovery](https://markin.ai/solutions/revenue-discovery), Finding value in the unmonetised base.
- [Travel](https://markin.ai/industries/travel), Yield thinking applied to customers.

Source: https://markin.ai/glossary/revenue-per-available-customer