ARR Movement
Annualized breakdown of recurring-revenue changes — New ARR added vs Churned ARR lost — over time.
ARR Movement displays the changes in ARR over time, broken into two components:
- New ARR — annualized recurring revenue added by new subscriptions, reactivations, and upgrades.
- Churned ARR — annualized recurring revenue lost to expired subscriptions and downgrades.
ARR Movement is structurally identical to MRR Movement, just expressed annually:
ARR Movement ≈ MRR Movement × 12
Find ARR Movement under Analytics → Reports → Money in the sidebar.
Based on ProceedsThe ARR Movement chart is calculated on the Proceeds metric (after store commission, refunds, and taxes). See About Analytics for the VAT and commission rules.
Calculation
| Bucket | What's included |
|---|---|
| New ARR | New subscriptions, reactivations of previously churned users, upgrades from cheaper to more expensive plans — annualized |
| Churned ARR | Subscriptions that expired in the period, downgrades from more expensive to cheaper plans — annualized |
Net ARR change for a period = New ARR − Churned ARR.
All values normalized to a yearly amount on the Proceeds metric. The component definitions match MRR Movement — only the annualization differs.
When to use ARR Movement vs MRR Movement
- MRR Movement — month-over-month operational view, churn-vs-growth tracking, short-horizon planning.
- ARR Movement — annualized framing for board reporting and investor communication.
Both answer the same question (what drove the change), just with different time scales on the y-axis.
Supported filters and segments
ARR Movement 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
What counts as an upgrade or downgrade?
A user switching from one paid product to another at a different price. Upgrade → counted under New ARR (the delta added). Downgrade → counted under Churned ARR (the delta removed). Same-price switches don't move ARR.
Why is ARR Movement = MRR Movement × 12?
Because ARR is just MRR annualized. Every $1 of MRR movement corresponds to $12 of ARR movement over a year. See ARR for the relationship.
How is reactivation counted?
A previously-churned user who resubscribes is counted under New ARR in the period of reactivation — not as a continuation of their old subscription.
Updated 25 days ago