ARR

ARR (Annual Recurring Revenue) represents recurring proceeds revenue normalized to a yearly amount, after deducting the respective app store's commission and VAT.

ARR is roughly MRR × 12. It applies the same calculation rules and the same Proceeds-based normalization as MRR, but expressed as a yearly run-rate instead of a monthly one.

ARR ≈ MRR × 12

Find ARR under Analytics → Reports → Money in the sidebar.

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Based on Proceeds

The ARR chart is calculated on the Proceeds metric. For VAT and store-commission rules, see About Analytics.

Calculation

ARR follows the same normalization rules as MRR, expressed annually:

• An annual subscription costing $120/year contributes $120/year directly to ARR.
• A monthly subscription costing $10/month contributes $120/year (× 12) to ARR.
• A weekly subscription contributes its weekly proceeds × 52 to ARR.

Additional rules (same as MRR):

• Only active subscriptions count.
• Subscriptions with auto-renew off keep counting until they actually expire.

When to use ARR vs MRR

• Use MRR for month-over-month operational tracking, churn analysis, and short-horizon forecasting.
• Use ARR for board reporting, year-over-year comparisons, and run-rate communication to investors or leadership.

The two are mathematically equivalent (×12) — pick whichever framing the audience prefers.

Supported filters and segments

ARR supports all standard segments and filters documented in Reports → Filters and segments.

Filter-only (not available as Segment by):

• Permission group — segment support is planned, currently filter only.
• Screen
• Experiment variations

FAQ

Is ARR literally MRR × 12 every day?

Conceptually yes — Apphud calculates ARR from the same recurring-proceeds pool that drives MRR, just annualized. Small rounding differences may appear at high precision, but for any practical purpose ARR = MRR × 12.

Does ARR include one-time purchases?

No. ARR counts recurring revenue only — subscriptions on active billing. Non-renewable purchases (consumables, lifetime unlocks) don't contribute to ARR. For total revenue including one-time purchases, see Gross revenue or Proceeds.

Why does ARR look identical to MRR × 12 on my chart?

Because that's the calculation. The chart exists separately for audiences who prefer annual framing (board, investors), not because ARR computes anything different.