How can I calculate the Average Revenue Per Customer for All Time?

If you need to calculate the ARPS (Average Revenue Per Customer) for All Time, you will divide the MRR at the end of the month by the total of active subscribers at the end of the month. You can find the MRR per month here: https://yoursubdomain.recurly.com/analytics/mrr. 

To find your total of active subscribers at the end of the month:

1. Download the Subscriptions export (Subscription Status: All, Time Range: All Time).
2. Once downloaded, you can use the activated_at column to determine when the subscription was created and the expires_at column to see when the subscription was expired/churned.Note that if the expires_at field is not populated, then the subscription is still active. For example, if the subscription was activated on January 1, 2019 and expired on March 1, 2019, then it would contribute to the active subscribers total for the months of January and February. If the subscription was activated on January 1, 2019 and expired on January 20, 2019, then that subscription will NOT contribute to active subscribers for January. The subscription must have stayed active through the end of the month for it to be counted toward that month's active subscriber count. 
3. Once you have added your total active subscribers for that month, you can include it in the formula to determine your ARPS for that month.
4. Once you have repeated the above steps for each month you have data for (this would be the date that you started processing subscriptions with Recurly) you will add all totals (ARPS for each month) and then divide by the total months that you have data for. For example, if you add up 12 months worth of ARPS and get a total of $12,000, you would divide that total by 12 (total number of months) and get $1,000. Your ARPS for all time would be = $1,000.