ARR and MRR × 12 diverge when the business has a mix of monthly and annual contracts. A pure-monthly SaaS reports ARR = MRR × 12; a business with 60% annual + 40% monthly contracts reports ARR ≈ MRR × 12 + the annual contracts' upfront value normalized to a 12-month run rate.
For acquisition decisions, the relevant unit is gross new ARR — annualized value of new contracts signed in a period. New ARR / acquisition spend gives you the most honest measure of acquisition efficiency. Comparing month-of-spend to that month's new MRR understates returns because annual contracts deliver 12 months of value upfront.
The landing page implication: pages targeting annual-contract buyers (enterprise, regulated industries) need different proof than pages targeting monthly-contract buyers (SMB self-serve). Procurement, security review, vendor approval — the proof set is different. One page can't target both segments effectively.
How Lytms scores it
Lytms does not measure ARR. The connection: page quality at acquisition affects which contract type the customer signs. Pages that demonstrate enterprise readiness (named enterprise customers, SOC 2 mentions, multi-year contracts in pricing) acquire annual buyers; pages that emphasize "start free in 60 seconds" acquire monthly buyers.
See also
See annual recurring revenue on your own page.
One URL. About 2 minutes.