What is ARR and how to calculate it?

Home

KPI examples

ARR

What is an ARR?

Annual Recurring Revenue (ARR) is a performance metric for subscription-based services. It measures the total revenue generated from customers over a year. This metric provides a clear and predictable financial picture crucial for long-term planning. ARR helps you evaluate the overall health and scalability of a business. With the proper analysis of ARR, marketers can better understand revenue trends and forecast future growth. This also lets them increase the efficiency of resource allocation. As a result, customer acquisition and retention will go up. ARR optimization involves improving customer lifetime value, enhancing retention strategies, and expanding the customer base. Effective ARR management leads to improved financial stability and growth opportunities for businesses.

How to calculate ARR?

To calculate Annual Recurring Revenue (ARR), multiply your Monthly Recurring Revenue (MRR) by 12. With this metric, you get the total expected revenue from subscriptions over a year.

MRR*12

What is bad ARR?

A bad Annual Recurring Revenue (ARR) is characterized by stagnation or decline. It indicates high customer churn, inadequate customer acquisition, or poor market fit. For example, a decrease in ARR or a growth rate below 10% is trouble in SaaS. High ARR increases are expected if a company is in an early or growth stage. Key factors that define ARR as poor are the decrease in customers and reduced average revenue per account. Inefficiencies in marketing, pricing, or product offerings usually cause it. So, it would be best to have immediate strategic adjustments to reverse negative trends.

What is good ARR?

A good Annual Recurring Revenue (ARR) demonstrates consistent growth. It reflects effective customer acquisition and retention. Ideal ARR growth rates depend on the industry and business size. For example, a year-over-year ARR increase of 20-30% in SaaS is often considered healthy for established companies. Startups may aim for 50-100% to indicate rapid scaling. Factors defining a good ARR include a growing customer base, low churn rates, and successful upsell strategies. A high ARR indicates strong market demand and efficient business operations. It's crucial for attracting investments and expanding market share.

Our key templates to track ARR

PPC multi-channel dashboard in Looker Studio

Get a comprehensive PPC reporting tool to track the performance of your campaigns launched at multiple advertising platforms.

Web analytics dashboard in Looker Studio

Use the insights based on the data from GA4 to monitor your website traffic and discover which pages resonate most with your audience.

All-in-one marketing dashboard in Looker Studio

Monitor all your marketing channels with an all-in-one dashboard providing performance overviews of web analytics, ad campaigns, SEO, social media, and emails.

See all dashboards

How to improve ARR?

Improve Customer Retention

Focus on retaining existing customers by enhancing service quality and customer support. Regular feedback and personalized engagement can significantly reduce churn and stabilize your ARR.

Expand Service Offerings

Introduce new products or features to existing subscriptions. This diversification will attract new customers and offer upselling opportunities to current subscribers. As a result, you boost your ARR.

Enhance Sales and Marketing Efforts

Invest in targeted marketing strategies and sales training to improve lead conversion rates. Effective marketing attracts more qualified leads. Skilled sales teams close more deals, collectively increasing ARR.