# Average Price (ARP / ASP)

**Description:** Average selling price per unit in market or retail.

**Formula:** Dollar Sales ÷ Unit Sales

**SQL Calculation:**

```sql
SUM(sales_dollars) / NULLIF(SUM(units_sold),0) AS avg_price
```

**Why It Matters:** Indicates pricing trends, promotional effects, and market positioning.

**Metric Type:** Diagnostic

**Essence:** Lagging

**Frequency:** Weekly / Monthly

**Units:** Dollars ($/unit)

**Suggested Breakdowns:** Product, Channel, Retailer, Region

**Questions Answered:**

* How are prices trending over time?
* Are promotions lowering average price?

**Potential Causes of Worsening:** High promotion frequency, deeper discounts, retailer pricing pressure.

**Tactics to Improve:**

* Adjust promotional cadence
* Revisit price pack architecture
* Reinforce brand equity

**Related Metrics:**

* Dollar Sales
* Unit Sales
* Discount %

**Related Explores:**

* Pricing Trends
* Promo ROI Analysis

**Related Sources:**

* URS.SALES\_REPORT
* URMS.SALES\_REPORT