Annual Recurring Revenue

What Annual Recurring Revenue means in practice

ARR expresses the recurring revenue run rate over a year. It is the standard reporting metric for businesses selling annual contracts, where monthly figures would misrepresent how the business is actually bought and sold.

ARR is a run rate, not an accounting figure. It states what the next twelve months would produce if nothing changed — no churn, no expansion, no new sales. Because it is forward-looking and not governed by accounting standards, it is comparatively easy to present generously, which is why the definition behind any ARR figure deserves inspection.

The common inflations are consistent: annualising a single strong month, including non-recurring services revenue, or counting signed contracts before payment. Each turns a marketing number into something that will not survive diligence.

How it is calculated

Worked example

A company reporting £2.4m ARR, examined more closely.

• Current MRR: £180,000 → genuine recurring ARR of £2.16m.
• Plus £240,000 of one-off implementation fees counted as recurring.
• Reported ARR: £2.4m; defensible ARR: £2.16m.

Takeaway: The £240,000 will not repeat next year, so 10% of the headline evaporates under scrutiny — exactly the kind of adjustment that surfaces in diligence.

Common mistakes

• Annualising an unusually strong month rather than a stable run rate.
• Including implementation fees or professional services that do not recur.
• Counting signed but unpaid contracts as live ARR.
• Presenting ARR without churn context, which says nothing about whether it will persist.

Related tool: SaaS pricing calculator.

Related terms

• Monthly Recurring Revenue — Monthly recurring revenue (MRR) is the predictable subscription revenue a business earns each month, normalised so annual and multi-year contracts are expressed as a monthly figure.
• Churn Rate — Churn rate is the percentage of customers (or revenue) lost over a given period. It determines how much new business you must win simply to stand still.
• Net Revenue Retention — Net revenue retention (NRR) measures how revenue from an existing cohort of customers changes over a year, including upgrades, downgrades and cancellations but excluding new customers. Above 100% means the cohort grows on its own.
• Unit Economics — Unit economics are the direct revenues and costs associated with a single unit of your business — usually one customer — showing whether each one is profitable before overheads.

Last reviewed 8 August 2026