Net revenue retention shows what happens to a cohort's revenue with no new customers at all. Enter a cohort's starting, expansion, and churned MRR to see NRR and gross retention — instantly.
NRR and gross retention by cohort, over time.
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Net revenue retention measures how much recurring revenue you keep from an existing group of customers over a period, including any expansion, but excluding revenue from brand-new customers. You take the cohort's starting recurring revenue, add expansion, subtract contraction and churn, and divide by the starting figure. Above 100% means the cohort's revenue grew on its own — expansion more than offset churn — which is a powerful signal that the product delivers growing value to customers you already have.
Gross revenue retention only counts what you lost — contraction and churn — and can never exceed 100%; it tells you how leaky the bucket is. Net revenue retention also credits expansion, so it can exceed 100% when upgrades outweigh losses. Looking at both is important: a high NRR propped up by a few large expansions can mask weak gross retention underneath. Together they show both how well you keep customers and how well you grow the ones you keep.
A ready-to-use spreadsheet (Excel & Google Sheets): net and gross revenue retention by cohort with the trend over time, from starting, expansion, and churned MRR — delivered instantly after checkout. AI-assisted, human-built; not financial advice.
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