Revenue & Retainers
Average Revenue Per Client (ARPC)
Agency glossary · Updated July 2026
Definition
Average revenue per client (ARPC) is the average recurring revenue an agency earns from each active client over a period, usually a month or a year. Rising ARPC means the agency is expanding existing accounts rather than only adding logos.
Formula
Net agency revenue in the period / number of active clientsWhy it matters
Growing ARPC compounds revenue without a matching rise in sales and onboarding overhead, and larger accounts are usually cheaper to service per dollar.
Common mistake: measuring ARPC on gross billings that include pass-through ad spend, which massively overstates it for media-heavy shops. Use agency gross income.
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