Shoppers Stop sees 2X jump in CRM revenue contribution with WebEngage. You can too. Take a demo now!

Annual Recurring Revenue

Home - Glossary - Annual Recurring Revenue


In the corporate world, revenue is the lifeblood of any business. Companies need a steady stream of revenue to keep their operations running smoothly and to grow their business. One important metric that companies use to measure their revenue is Annual Recurring Revenue (ARR).

ARR, or Annual Recurring Revenue, is a crucial financial metric that captures the consistent and repetitive revenue a business generates over a 12-month period. It encompasses revenue from subscription-based services, maintenance contracts, and other recurring revenue sources. ARR offers businesses valuable insights into revenue stability and growth potential. By analyzing ARR trends, businesses can assess the scalability and predictability of their revenue streams, enabling them to make informed decisions.

Moreover, ARR serves as a significant indicator for investors, lenders, and stakeholders, providing a measure of a company’s financial health and long-term viability. Effective management of ARR empowers businesses to optimize pricing models, enhance sales forecasting, and improve customer retention, leading to maximized revenue growth and sustainable success.

In this article, we will discuss ARR in detail, from what it is, why it is important for businesses, how to calculate it, and how it can be utilized to accelerate business growth.

What is ARR?

ARR, or Annual Recurring Revenue, is a metric used by businesses to measure the total amount of predictable, recurring revenue they expect to generate over a year from their customers. ARR is particularly important for businesses that have subscription-based business models, such as software-as-a-service (SaaS) companies, which charge customers on a recurring basis.

ARR takes into account the recurring revenue that a company generates from its customers, including monthly or yearly subscriptions, renewals, upgrades, and cross-sells. It does not include one-time or non-recurring revenue such as project fees, implementation charges, or one-time product sales.

Why is ARR important?

ARR is an important metric for businesses for several reasons:

  • Predictability: ARR provides a predictable source of revenue that businesses can use to plan their operations and investments.
  • Growth: By tracking ARR, businesses can measure their growth rate and identify areas where they need to focus their efforts to increase revenue.
  • Valuation: ARR is a key metric used by investors to value businesses, especially those with subscription-based models, as it provides a good indication of the company’s future revenue potential.

How to calculate ARR?

Calculating ARR is relatively straightforward. To calculate ARR, you need to multiply the total number of subscribers by the average revenue per user (ARPU) over a year. For example, if a company has 1,000 subscribers who pay $100 per month, the ARR would be $1,200,000 ($100 x 12 months x 1,000 subscribers).

It is important to note that ARR does not take into account changes in subscriber numbers or changes in ARPU over time. To account for these changes, businesses may use other metrics such as Monthly Recurring Revenue (MRR) or Annual Run Rate (ARR).

How can ARR be used to drive business growth?

ARR can be used to drive business growth in several ways:

  • Retention: By tracking ARR, businesses can identify subscribers who are at risk of churning and take steps to retain them, such as offering incentives or improving their customer experience.
  • Upselling and cross-selling: By analyzing the data on subscribers’ usage and behavior, businesses can identify opportunities for upselling and cross-selling their products or services, thereby increasing their ARR.
  • Expansion: Businesses can expand their customer base by targeting new customer segments or by expanding into new geographies or markets, thereby increasing their ARR.


In conclusion, ARR plays a pivotal role in shaping the success and valuation of businesses operating under subscription-based models. It serves as a reliable and predictable revenue stream, enabling businesses to make informed decisions regarding operations and investments. Moreover, investors rely on ARR as a key metric to evaluate the worth of businesses. By diligently monitoring and analyzing ARR, businesses can uncover opportunities for growth and implement strategies to drive revenue expansion. Embracing the power of ARR empowers businesses to thrive in the dynamic landscape of subscription-based business models.


  • How is ARR different from MRR?
    ARR is an annual metric that measures the total amount of predictable, recurring revenue a business expects to generate from its customers over a year. MRR, on the other hand, measures the predictable, recurring revenue a business expects to generate from its customers in a single month.
  • What are some factors that can impact ARR?
    Several factors can impact ARR, including changes in the number of subscribers, changes in ARPU, changes in pricing, and changes in the competitive landscape.
  • Can ARR be negative?
    Technically, ARR cannot be negative as it is a measure of revenue. However, in practice, a business may have a negative ARR if they have lost more revenue than they have gained from its customers over a year.
  • How can a business increase its ARR?
    There are several ways a business can increase its ARR, such as by increasing its subscriber base, increasing its ARPU, reducing churn, and upselling and cross-selling its products or services.
  • Is ARR a reliable measure of a business’s revenue?
    ARR is a reliable measure of a business’s revenue, especially for subscription-based models. However, it is important to use other metrics such as MRR and ARR to get a complete picture of a business’s revenue and growth potential.

In conclusion, ARR is a crucial metric that businesses use to measure their recurring revenue and plan their operations and investments. By understanding ARR, businesses can identify areas for growth and take steps to increase their revenue.

Scroll to Top

We approached WebEngage when we were unhappy with a competitor's product. We wanted excellent service, which is one of WebEngage's intrinsic values. From Oberoi Hotels & EazyDiner to The Postcard Hotel, we're a 100% WebEngage client!

Kapil Chopra

Founder - EazyDiner & The PostCard hotel

Global brands trust WebEngage


Supercharge Your Startup's Growth

The Program helped us scale our business faster and bring down acquisition costs with time.


Ankit Agarwal

Founder, PHOOL

Become a Partner

Grab your copy