Calculate net revenue retention (NRR) and gross revenue retention (GRR). Includes expansion impact analysis, cohort tracking, scenario comparison, and investor benchmarks by stage.
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Net Revenue Retention measures how much revenue you retain and expand from existing customers over time. It's the ultimate SaaS health metric because it captures both retention AND growth from your customer base. NRR over 100% means your existing customers are generating more revenue than you're losing to churn—this is called 'negative churn' and signals strong product-market fit.
Net Revenue Retention (NRR), also called Dollar-Based Net Retention (DBNR), measures the percentage of recurring revenue retained from existing customers over a period. Unlike Gross Revenue Retention (GRR), NRR includes expansion revenue from upsells, cross-sells, and upgrades, showing your full revenue growth potential from existing customers without new customer acquisition.
NRR Formula
NRR = (Starting MRR + Expansion - Contraction - Churn) ÷ Starting MRR × 100VCs and public market investors view NRR >100% as a sign of strong product-market fit. High NRR companies like Snowflake and Datadog command premium valuations.
High NRR means you grow revenue without proportional customer acquisition costs. Expansion revenue has zero CAC.
Shows if customers find ongoing value and expand usage over time. Low NRR indicates product or pricing problems.
Companies with 120%+ NRR often command 15-25x ARR multiples. NRR directly impacts fundraising and M&A valuations.
Revenue from existing customers has lower cost than new acquisition. High NRR creates a compounding growth engine.
High NRR creates more predictable revenue forecasting. Your existing customer base becomes a reliable revenue foundation.
NRR is a standard metric in SaaS board decks. Track trends over time and benchmark against industry peers.
VCs expect NRR data during fundraising. Use the investor benchmarks to show how you compare to stage expectations.
Set NRR targets for your CS team. Break down expansion and churn goals to drive team performance.
Compare NRR across customer acquisition cohorts to identify your best-performing segments and acquisition channels.
Measure NRR before and after pricing changes. Higher NRR after price increases validates pricing power.
NRR is a critical metric for public market readiness. Top public SaaS companies report 120-160% NRR.
NRR (Net Revenue Retention) measures what percentage of recurring revenue you keep and grow from existing customers over a period. It includes expansion revenue from upsells, minus contraction from downgrades, minus churn from cancellations. NRR above 100% means your customer base is generating more revenue over time.