What is MRR and how to calculate it?

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MRR

What is a MRR?

Monthly recurring revenue (MRR) is a critical metric for businesses with subscription-based models. It measures the total predictable revenue generated each month from all active subscriptions. Understanding MRR is essential because it provides a clear view of income stability and growth trends, helping in forecasting and strategic planning. By analyzing MRR, marketers can identify which products or services are performing well and which may need promotional boosts or adjustments. MRR optimization involves increasing the customer base, improving retention rates, and upselling existing customers. Effective management of MRR can lead to more efficient allocation of marketing resources, better customer relationship management, and, ultimately, enhanced business sustainability.

How to calculate MRR?

To calculate monthly recurring revenue (MRR), multiply the total number of paying customers by the average revenue per user (ARPU). The formula is MRR = number of customers x average revenue per user. This calculation provides a snapshot of the expected monthly income from subscriptions.

Number of customers * Average revenue per user

What is bad MRR?

A bad monthly recurring revenue (MRR) is characterized by stagnation or decline, signaling potential issues with customer churn, market fit, or competitive pressures. In the SaaS industry, an MRR decline of more than 5% monthly can be alarming. It suggests an urgent need for retention strategies and market reassessment. Factors indicating a poor MRR include decreasing customer numbers, low upselling rates, and falling average revenue per user. For example, tech startups experiencing negative MRR growth consistently over quarters may need to revisit their product offerings and customer engagement tactics to reverse the downturn.

What is good MRR?

A good monthly recurring revenue (MRR) consistently grows over time, indicating healthy business expansion and customer retention. What constitutes a "good" MRR varies by industry and company size. For example, tech startups might see a 10-15% monthly MRR growth as strong, while established software companies might target 3-5%. Factors defining a good MRR include steady customer acquisition, high retention rates, and successful upselling. In SaaS industries, surpassing $10K MRR is often seen as an initial success milestone, with further benchmarks at $100K and $1M indicating scaling and maturity.

Our key templates to track MRR

Multi-channel creatives performance dashboard in Looker Studio

Check the performance of advertising campaigns you run on different platforms and compare their outcomes to improve your creatives.

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.

See all dashboards

How to improve MRR?

Enhance Customer Retention

Focus on keeping existing customers through enhanced support and engagement strategies. Regular updates, loyalty rewards, and responsive customer service can decrease churn rates, thus stabilizing and growing your MRR.

Optimize Pricing Strategy

Regularly review and adjust your pricing models to maximize revenue. Implement tiered pricing to cater to different customer segments or introduce annual payment options at a discount to boost upfront cash flow and customer commitment.

Expand Customer Base

Increase your marketing efforts to reach new customers. Utilize targeted advertising, content marketing, and referral programs to attract a broader audience. Growing your customer base increases your MRR directly, especially when combined with strong retention tactics.