Average New Accounts Discount Size
How deep your concessions run per deal — not just how often you make them.
What is it?
Average New Accounts Discount Size is the typical discount granted per discounted new account — the total first-payment discount divided by the number of discounted accounts. It measures how deep your concessions run, not just how often you make them.
Depth and frequency tell different stories. Discounting often but shallowly is ordinary promotion; discounting deeply, even if rarely, points at pricing that the market is pushing back on.
How to calculate?
Divide the total discount applied across new accounts by the number of discounted new accounts in the period. A rising average means each concession is getting larger, which usually shows up before it dents realised ARPA.
Read it with average sales price: a discount size that is large relative to ASP is quietly reshaping your effective pricing, one deal at a time.