What is ARR? Annual Recurring Revenue in SaaS Explained

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What is Annual Recurring Revenue (ARR)?

Annual Recurring Revenue (ARR) is the total value of all active recurring subscriptions normalized over a one-year period. It’s a fundamental metric for SaaS companies to understand their predictable revenue stream from subscriptions.

ARR is not about one-time payments or setup fees — it reflects the steady income you can expect from customers on a yearly basis.

Why ARR matters in SaaS

How ARR drives business valuation

ARR is one of the most important metrics used by investors, boards, and leadership to gauge the health and valuation of a SaaS business. It shows:

  • How well you're acquiring and retaining customers
  • The scalability of your revenue model
  • Your growth trajectory year-over-year

The higher your ARR (especially if it’s growing fast), the more attractive your business looks in the eyes of investors.

ARR vs MRR — what’s the difference?

ARR is your revenue annualized, while MRR (Monthly Recurring Revenue) tracks it month by month. If you know MRR, you can calculate ARR easily:

ARR = MRR × 12

Example: If your MRR is $25,000, then ARR = $25,000 × 12 = $300,000

What should ARR include?

Only include recurring revenue (subscriptions, renewals, add-ons). Exclude:

  • One-time fees
  • Professional services (unless on retainer)
  • Setup or onboarding costs

Keeping ARR clean ensures you’re tracking real, repeatable revenue.

How to grow ARR strategically

  • Reduce churn: Keeping existing ARR is cheaper than replacing it
  • Upsell & expand: Increase ARR per account through new seats or features
  • Improve conversion: Optimize trials, demos, and onboarding to boost new ARR
  • Reactivation: Win back churned customers

Tools like Customerscore.io help identify churn risks and upsell signals to protect and grow ARR.

ARR benchmarks in SaaS

Benchmarks vary by segment, but here are ballpark figures:

  • SMB SaaS: $1–5M ARR
  • Mid-market SaaS: $5–20M ARR
  • Enterprise SaaS: $20M+ ARR

Source: OpenView, SaaS Capital

FAQ

Is ARR the same as revenue?

No. ARR only includes recurring revenue. One-time payments or services are not part of ARR.

When should I use ARR vs MRR?

Use ARR for long-term planning and reporting. MRR is better for short-term analysis and monthly performance tracking.

How often should I calculate ARR?

Update ARR monthly or quarterly to track real growth and retention.

Can I include annual contracts billed monthly in ARR?

Yes, as long as the contract is signed for a year or more, you can annualize it even if billed monthly.