Revenue Per Profile
Definition:
Revenue Per Profile measures the amount of revenue generated per active profile during a defined time period. For this metric, active profiles represent the total number of profiles that exist in the brand’s account on each day of the reporting period — not just the new profiles collected during that period.
By calculating revenue per profile on a daily basis (using the total profiles in the account each day) and then summing across the reporting period, this metric provides an accurate picture of how much incremental revenue a brand generates by having customers’ profiles (e.g., emails captured for marketing).
Formula
Daily Revenue Per Profile (per day) = Revenue on Day / Active Profiles on Day Revenue Per Profile (Period) = SUM of Daily Revenue Per Profile across all days in the period
Example
- Day 1: Revenue = $1,000; Profiles = 100 → RPP = 1,000 / 100 = $10
- Day 2: Revenue = $1,500; Profiles = 200 → RPP = 1,500 / 200 = $7.50
Revenue Per Profile (2-day period) = 10 + 7.50 = 17.50
Projected Annual Revenue Per Profile
Definition:
Projected Annual Revenue Per Profile annualizes the Revenue Per Profile value from a given reporting period (which was $17.50 in our example above). It scales the period result to a yearly projection by adjusting for the length of the reporting window. For example, if the period selected is one month, the annualized value is 12x the value for "this period".
Formula
Projected Annual Revenue Per Profile = Revenue Per Profile (Period) * (365 / Number of Days in Period)
Example 1
- Reporting Period = 30 days
- Revenue Per Profile (Period) = $300
Projected Annual Revenue Per Profile = 300 * (365 / 30) = 300 * 12.17 = $3,650
Example 2
- Reporting Period = 90 days
- Revenue Per Profile (Period) = $750
Projected Annual Revenue Per Profile = 750 * (365 / 90) = 750 * 4.06 = $3,045