Sales & Pipeline

Annual Recurring Revenue ARR

CEO CFO VP Sales CMO

Annual Recurring Revenue (ARR) is the annualized value of all active subscription contracts, normalized to a one-year period. It is the primary top-line metric for SaaS businesses because it reflects predictable, recurring revenue streams rather than one-time transactions. ARR growth rate is one of the most watched metrics by SaaS investors and boards.

ARR should include only recurring revenue; one-time fees, professional services, and variable usage revenue are typically excluded from pure ARR calculations.

Formula

Sum of all active subscription contract values annualized

Where It Lives

StripeSubscription revenue and ARR movement tracking
ChartMogulARR cohort analysis and MRR-to-ARR conversion
SalesforceContract value and renewal ARR tracking
LookerCustom ARR dashboards and waterfall reporting

What Drives It

New customer ARR from new business closed
Expansion ARR from upsells and seat growth
Churned ARR from cancellations
Contraction ARR from downgrades
Average contract value changes

Benchmark

Top-quartile SaaS companies grow ARR at 50%+ at under $10M ARR and sustain 30%+ growth through $100M ARR (the T2D3 growth path).

Common Questions About Annual Recurring Revenue

What is the difference between ARR and MRR?

MRR (Monthly Recurring Revenue) is the monthly snapshot of recurring subscription revenue. ARR is MRR × 12 or the annual sum of all subscription contracts. MRR is used for month-to-month operational tracking; ARR is used for annual planning, fundraising, and investor reporting. The two should be consistent: ARR should equal MRR × 12 for pure monthly subscription businesses.

How is an ARR waterfall constructed?

An ARR waterfall shows the movement in ARR from one period to the next, broken into four components: new ARR (from newly acquired customers), expansion ARR (from existing customers who upgraded or added seats), contraction ARR (from downgrades), and churned ARR (from cancellations). The net change in ARR equals new + expansion – contraction – churn. The waterfall is the clearest way to diagnose what is driving ARR growth or decline.

Should professional services revenue be included in ARR?

Generally no. ARR is meant to reflect predictable, recurring subscription revenue. Professional services, implementation fees, and one-time consulting revenue are excluded because they are not recurring and do not reflect the ongoing value of the subscription model. Some companies report a separate "services revenue" line alongside ARR.

What is rule of 40 and how does it relate to ARR?

The Rule of 40 states that a SaaS company's ARR growth rate plus its profit margin (EBITDA or free cash flow margin) should sum to at least 40%. It balances growth and profitability. A company growing ARR at 50% can run at a –10% EBITDA margin and still meet the rule. It is a benchmark investors use to evaluate the quality of growth.

Related Metrics

MRR | Monthly Recurring Revenue NRR | Net Revenue Retention Churn Rate | Churn Rate GRR | Gross Revenue Retention

free, one business day

Want to know what is holding your Annual Recurring Revenue back?

Give us your website and we will send back the specific pages hurting your Annual Recurring Revenue, in the order worth fixing. You will have it within one business day, free, with no obligation.