ARR is the most-used and most-misreported metric in SaaS. Clean ARR reporting is mandatory for serious venture fundraising.

ARR — Annual Recurring Revenue

Definition: The annualized value of contracted recurring subscription revenue at a point in time.

Includes:

• Monthly or annual subscription fees.
• Usage-based committed minimums.
• Expansion and upsell that is recurring.

Excludes:

• One-time setup/implementation fees.
• Professional services revenue.
• Non-committed usage above minimums.
• Hardware sales.

Example:

• 100 customers × $10K/year subscriptions = $1M ARR.

MRR — Monthly Recurring Revenue

ARR / 12. Used for faster-iteration SaaS (SMB focus, monthly billing).

Bookings

The total contract value signed in a period.

• 3-year contract worth $300K = $300K in bookings, but only $100K ARR.
• High bookings with flat ARR may indicate long contracts, not growth.

Billings

The amount invoiced in a period. May lag or lead bookings depending on payment terms.

• Annual prepay contract: Billings spike upfront, then flatten.
• Monthly billing: Billings roughly equal revenue.

Revenue (GAAP)

The amount recognized per GAAP rules. Typically ratable over the contract period for subscriptions.

• $120K annual contract signed Jan 1 = $10K GAAP revenue per month.

Committed ARR vs Ended Period ARR

• Committed ARR: ARR including all signed contracts that go into effect in the period.
• Ended Period ARR: ARR actually live at period end.

Always clarify which you’re reporting.

Common ARR reporting mistakes

1. Including services: Professional services revenue is not ARR.
2. Annualizing a pilot month: A 3-month pilot × 12 is not ARR — it’s implied ARR.
3. Assuming 100% conversion: Pipeline ARR is not ARR.
4. Including expansion in starting ARR: Double-counts growth.
5. Ignoring churn in reported growth: Always show net new ARR (new + expansion − churn − downgrade).

The SaaS metrics dashboard investors want

1. Starting ARR.
2. New ARR (new logos).
3. Expansion ARR (upgrade/upsell).
4. Churned ARR (logo churn).
5. Downgrade ARR (seat reductions, tier downgrades).
6. Ending ARR.
7. NRR, GRR, payback, CAC, LTV.
8. Cohort retention.

Practical takeaway

1. Founders: Define ARR clearly in your deck footnote and keep the definition consistent across meetings.
2. Investors: Always reconcile ARR to billings and GAAP revenue in diligence.
3. Operators: Automate ARR reporting; manual spreadsheet ARR is the source of most mistakes.

Further reading

• Bessemer Cloud Reports: https://www.bvp.com/atlas/state-of-the-cloud-2024