Metrics Library

Upsell Transactions

The number of transactions in which a logo increased their ARR (or spent more in a given month than the prior month)

Take Rate

The percentage of the Gross Merchandise Value (GMV) that the company gets to keep.

New Logo ARR

New Logo ARR is the annualized value of the recurring portion of contracts from new customers who were not a customer before.

Upsell ARR

Upsell ARR is the annualized value of the recurring portion of contracts from existing customers above whatever their existing ARR currently is.

Sales & Marketing Expenses

The money spent on the Sales and Marketing department to acquire new customers through headcount, events, ads, commissions, etc.

Net $ Retention

Compare the ARR from all customers you had 12 months ago to that same set of customers today. Expressed as a percentage, divide the ARR from those customers today by the ARR from 1 year ago.

Total New Business ARR

Total New Business ARR is the sum of New Logo ARR and Upsell ARR in a given period.

Run Rate ARR

Run Rate ARR is the annualized value of the recurring portion of all the contracts you have active on a given date.  Put simply, if you add no new customers, don't lose any customers, and don't upsell any customers this would be your revenue over the next year.

Monthly Recurring Revenue (MRR)

Some companies utilize MRR which would be all the ARR numbers, but divided by 12.

Total Churn + Downsell

This is the sum of the Churn ARR and Downsell ARR for a given period.

New Logos

The number of unique new customers that signed up for a subscription (or made a transaction) at a specific point in time, or over a time period. New logos are new customers.

Magic Number

For every $1 you spend in Sales and Marketing, how much will you get back in New Logo ARR