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
| Item | In ARR? | Reason |
|---|---|---|
| Committed subscription value | Yes | Contracted and recurring |
| Usage above committed minimum | No | Variable; annualising it forecasts |
| Implementation and services | No | Non-recurring by definition |
| Multi-year contract, annualised | Yes, at annual value | Length does not change run rate |
| Contracts in notice period | Disclose separately | Contracted now, known to end |
Source: Distinctions stated here
The most common inflation
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
Net New ARR
The change in ARR over a period: new plus expansion minus contraction minus churn. The headline growth number.
Bookings
The total value of contracts signed in a period, regardless of when revenue is recognised or cash collected.
Net Revenue Retention (NRR)
Revenue retained from an existing cohort over a period including expansion, expressed as a percentage of where that cohort started. The clearest single indicator of whether the base grows without new customers.
Monthly Recurring Revenue (MRR)
The normalised monthly value of recurring subscription revenue. The same quantity as ARR at a finer resolution, and the base for movement analysis.
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
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