Average Price (ARP / ASP)

Commonly referred to as "Avg Retail Price (ARP)" in retail data, and "Avg Selling Price (ASP)" in DTC and E-commerce data.

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

Formula: Dollar Sales ÷ Unit Sales

SQL Calculation:

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