2024 CODiE Finalist

Annual Recurring Revenue (ARR)

What is Annual Recurring Revenue (ARR)?

Annual Recurring Revenue (ARR) represents the total amount of predictable and recurring revenue that a company expects to receive from its customers over the course of a year.  ARR is typically used in subscription-based business models.

Some key points about ARR:

Predictable Revenue: ARR focuses on revenue that is expected to recur consistently on an annual basis. This typically includes subscription fees, monthly or yearly charges, and any other recurring revenue streams.

Subscription-Based Businesses: ARR is commonly used by companies that provide subscription services, such as SaaS companies, streaming platforms, and membership-based businesses. ARR helps these businesses understand their revenue stability and growth potential.

Renewals and Churn: ARR takes into account both new customer acquisitions and customer churn (from either cancellations or non-renewals).

Growth Metric: ARR is an important metric for assessing the growth of subscription-based businesses. By tracking ARR over time, companies can gauge the success of their customer acquisition efforts and the impact of customer retention strategies.

Revenue Forecasting: ARR also serves as a useful tool for revenue forecasting and financial planning. It provides a more stable and predictable revenue stream compared to one-time sales or transactional models.

Why is ARR Important?

ARR is important for several reasons, particularly for subscription-based businesses like Software as a Service (SaaS) companies, but it can also be relevant for other recurring revenue models. 

Revenue Predictability: ARR represents the predictable and recurring revenue that a company expects to receive over the course of a year. This revenue stream is often more stable and reliable than one-time sales or transactional revenue. Predictable revenue is critical for long-term financial stability and planning.

Business Valuation: ARR plays a significant role in determining the valuation of subscription-based businesses, especially when they are seeking investment or looking to be acquired. Investors and acquirers often use ARR as a key metric to assess the company’s value and growth potential.

Financial Planning: ARR provides a solid foundation for financial planning and forecasting. Companies can use ARR data to set revenue targets, allocate resources, and make informed decisions about budgeting and investment.

Growth Measurement: ARR is a key indicator of a company’s growth. Monitoring changes in ARR over time helps businesses assess the effectiveness of their customer acquisition strategies, pricing models, and customer retention efforts. A positive growth trend is typically a sign of a healthy business.

Customer Lifetime Value (CLV): ARR is closely related to CLV, as it represents the annual revenue generated from a customer. Understanding ARR helps companies estimate the long-term value of their customer relationships, which is crucial for customer acquisition and retention strategies.

Investor Confidence: Investors, whether they are venture capitalists, private equity firms, or individual investors, often look at ARR as a measure of a company’s financial health and potential for future returns. High ARR can attract more investors and drive up the company’s valuation.

Operational Efficiency: ARR can also be used to assess the efficiency of a company’s operations. By comparing ARR to the cost of acquiring and serving customers (Customer Acquisition Cost – CAC and Customer Success/Support Costs), businesses can determine whether their operations are sustainable and profitable.

Churn Management: Tracking ARR helps companies identify and address customer churn. When ARR decreases due to customers canceling subscriptions or not renewing, it signals potential issues with product quality, customer satisfaction, or competitive pressures. Identifying and mitigating churn is crucial for maintaining and growing ARR.

Subscription Pricing Optimization: Understanding the composition of ARR can guide pricing strategies. By analyzing which subscription plans or features contribute the most to ARR, companies can optimize pricing to maximize revenue.

Strategic Decision-Making: ARR data informs strategic decisions, such as product development, marketing strategies, and geographic expansion. It helps companies allocate resources to areas that are driving revenue growth.

What is the ARR Formula?

To calculate ARR, you can use the following formula: 

ARR = Monthly Recurring Revenue (MRR) x 12

  • Monthly Recurring Revenue (MRR) is the total revenue generated from all active subscriptions or contracted customers in a given month. 

To calculate MRR, you can use the following formula: 

MRR = Average Revenue Per User (ARPU) x Number of Active Customers

  • Average Revenue Per User (ARPU) is the average monthly revenue generated per customer or subscriber.
  • Number of Active Customers refers to the total number of customers or subscribers who are actively using the service and paying for their subscriptions during that month. 

Once you have calculated the MRR for a given month, you multiply it by 12 to obtain the ARR for the entire year.

It’s important to note that ARR should include only recurring and predictable revenue streams, such as subscription fees, monthly or yearly charges, and any other consistent sources of revenue. It should exclude one-time or irregular revenue, such as setup fees, one-time purchases, or ad-hoc sales. 

What is an Example of an ARR Calculation?

Step 1: Calculate Monthly Recurring Revenue (MRR)

First, you need to determine the MRR, which is the total revenue generated from all active subscribers in a single month.

An example would be a SaaS company has the following data for the month of September:

The number of active subscribers is 500. The monthly subscription fee per customer is $50.

Using the formula for MRR, (MRR = ARPU x Number of Active Customers) or $50 x 500 = $25,000, which is the MRR for September.

Step 2: Calculate ARR

Now that we have the MRR for September, we can calculate the ARR for the entire year by multiplying the MRR by 12 (to represent the cost over a year).

ARR = MRR x 12

ARR = $25,000 x 12 = $300,000

So, the Annual Recurring Revenue (ARR) for this SaaS company is $300,000.

This means that based on the current subscription plan and customer base, the company can expect to generate $300,000 in recurring revenue over the course of a year, assuming there are no significant changes in the number of customers or subscription fees. ARR is a useful metric for assessing the company’s revenue stability and for making financial projections and business decisions.

What is the Difference Between ARR and MRR?

Annual Recurring Revenue (ARR) and Monthly Recurring Revenue (MRR) are related metrics used in subscription-based businesses, especially in the Software as a Service (SaaS) industry, to measure and track recurring revenue streams. While they are related, they serve slightly different purposes and provide insights at different time intervals:

Time Interval

  • ARR represents the total recurring revenue that a company expects to receive over the course of a full year. It provides a yearly perspective on recurring revenue.
  • MRR, on the other hand, represents the total recurring revenue that a company generates in a single month. It provides a monthly perspective on recurring revenue.


  • ARR is calculated by taking the MRR for a single month and multiplying it by 12 (the number of months in a year). ARR gives a snapshot of the expected annual revenue based on the current customer base and subscription pricing.
  • MRR is calculated by summing up the revenue generated from all active subscriptions or contracted customers in a given month. It represents the recurring revenue that the company receives on a monthly basis.


  • ARR provides a high-level, annual view of recurring revenue. It’s useful for long-term financial planning, business valuation, and assessing the overall health of a subscription-based business.
  • MRR offers a more granular, month-to-month view of recurring revenue. It helps businesses monitor revenue trends, identify seasonality or growth patterns, and make short-term adjustments to pricing or marketing strategies.

Use Cases

  • ARR is typically used for strategic decision-making, investor relations, and long-term financial planning. It helps answer questions like, “How much annual revenue can we expect from our existing customer base?”
  • MRR is used for monitoring the health of the business on a month-to-month basis. It helps answer questions like, “How did our revenue change this month compared to the previous month?” or “How effective was our customer acquisition strategy this month?”


  • ARR is relatively stable and less affected by short-term fluctuations in customer numbers or pricing changes. It represents a more constant and predictable revenue stream.
  • MRR is sensitive to changes in the number of customers, pricing changes, and churn rates on a monthly basis. It reflects the current state of the business in real time.

In summary, ARR and MRR are complementary metrics used to assess recurring revenue in subscription-based businesses. ARR provides a high-level, annual perspective, while MRR offers a more detailed, month-to-month view. Both metrics are valuable for understanding and managing the financial health and growth of subscription-based companies.

Can't find the right definition?

We can help.