Annual Recurring Revenue (ARR)

The annualised value of recurring subscription revenue at a point in time. A run rate, not a measure of revenue earned during a period.

What it measures

The annualised value of recurring contracts in force at a moment. It is a run-rate snapshot, not a period of earnings, and its usefulness comes from being stable enough to compare across dates.

What belongs in it

Inclusion decisions
ItemIn ARR?Reason
Committed subscription valueYesContracted and recurring
Usage above committed minimumNoVariable; annualising it forecasts
Implementation and servicesNoNon-recurring by definition
Multi-year contract, annualisedYes, at annual valueLength does not change run rate
Contracts in notice periodDisclose separatelyContracted now, known to end

Source: Distinctions stated here

The most common inflation

Counting total contract value rather than the annual value of a multi-year deal. It triples ARR on a three-year contract and makes the metric incomparable to every prior period and every peer.

Reconciling ARR to revenue

ARR and recognised revenue should differ, and the difference should be explainable. Where the bridge cannot be constructed — starting ARR, plus new, plus expansion, less contraction, less churn, equals ending ARR — the components are being computed from different sources or different definitions, which is a finding worth pursuing.

Where it misleads

  • It gives equal weight to a contract signed yesterday and one renewing next month, which carry very different risk.

  • It is a snapshot, so timing near a period boundary can move it materially without anything real changing.

  • It says nothing about margin. Two businesses with equal ARR and different cost of service are not comparable, and ARR multiples applied across them are not either.

RELATED TERMS

COMMON QUESTIONS

What counts as ARR?
Contracted recurring revenue, annualised, at a point in time. Services, one-off fees, overages and usage above committed minimums are not recurring and do not belong in it, however reliably they recur in practice.
What is the difference between ARR and revenue?
ARR is a forward-looking snapshot of contracted run rate; recognised revenue is backward-looking and follows accounting rules. They diverge on timing, and reporting one as the other is a common source of reconciliation failures.
Should usage-based revenue be in ARR?
Only the committed minimum. Annualising variable usage turns a snapshot into a forecast and imports volatility into a metric whose value is that it is stable.
How is ARR affected by contract length?
It should not be — a three-year contract annualises to the same ARR as a one-year one at the same annual value. Where longer contracts inflate ARR, total contract value is being reported under the wrong name.

FURTHER READING

Learn how to apply this: RevOps 101: Revenue Operations Foundations

Definitions are the vocabulary. The courses are where you learn to operate it, with the interactive audit tools.

See the course