Definition · SaaS metrics
New logo ARR
New logo ARR is ARR added from newly acquired customers in a period, as distinct from expansion ARR and from net new ARR. For new logo ARR, the useful boundary is whether the movement comes from customers, contracts, billing, cash timing, or recognition rules.
Also known as new business ARR, new ARR, new logo bookings
Why it matters
Understanding new logo ARR matters because revenue and customer metrics can change materially when teams mix contract, billing, cash, recognition, churn, or expansion logic. The definition protects the story from drifting. Pluvo separates new-logo ARR from expansion, so growth from new customers is measured on its own.
In practice
Revenue example
Teams use new logo ARR when they need to separate customer, contract, billing, recognition, and cash effects. That prevents a revenue movement from being misread as growth, churn, expansion, or timing noise.
Pluvo example
Pluvo separates new-logo ARR from expansion, so growth from new customers is measured on its own.
In practice, teams should define new logo ARR with a clear source, owner, time period, and decision before they use it in reporting, planning, or operating reviews.
Understanding new logo ARR matters because revenue and customer metrics can change materially when teams mix contract, billing, cash, recognition, churn, or expansion logic. The definition protects the story from drifting. Pluvo separates new-logo ARR from expansion, so growth from new customers is measured on its own.
A strong workflow for new logo ARR separates the definition from the action: first agree what the term means, then decide how it is measured, when it changes, and who is accountable for the next step.
Pluvo separates new-logo ARR from expansion, so growth from new customers is measured on its own.
FAQ
What is new logo ARR?
New logo ARR is ARR added from newly acquired customers in a period, as distinct from expansion ARR and from net new ARR. For new logo ARR, the useful boundary is whether the movement comes from customers, contracts, billing, cash timing, or recognition rules.
What is the difference between new logo ARR and net new ARR?
The boundary for new logo ARR differs from related terms by scope, source data, time period, and decision use. In this glossary, it covers ARR added from newly acquired customers in a period, as distinct from expansion ARR and from net new ARR, so teams should compare those boundaries before using it in reporting or planning.