What is Net Revenue Retention? How to Calculate it

What is Net Revenue Retention?

It is one of the broadly utilized customer success KPIs to quantify the presentation of a SaaS business. It estimates the general effect on the revenue generation from your current customers. Presently, through existing customers, coming up next are the situations when your revenues are influenced:

  1. When customer churns or leaves your business.
  2. When customer downgrades to a lower-paying plan.
  3. A customer buying a new product from your company.
  4. A customer upgrading to a higher subscription plan.

Every one of these above cases straightforwardly affect your absolute revenue generation on a month to month or yearly premise. Whenever you consider this multitude of changes alongside the repetitive revenues your customers are paying, you get a reasonable image of the revenues that are produced from these current customers. This measurement is called net revenue retention.

how to calculate net revenue retention

Net Revenue Retention calculates total revenue (including expansion) minus revenue churn (contract expirations, cancelations, or downgrades).

Net Revenue Retention = Monthly Recurring Revenue (MRR) at Start of Month + Expansions + Upsells – Churn – Contractions
MRR at Start of Month


  • Your business enters January with an MRR of $27,000 and exits January with an MRR of $35,000 (due to upsells) from the same customers at the start of the month.
  • Your business exits January with $5,000 in revenue churn due to contract expirations.
  • Your net revenue retention for January is 111% ($30,000 ÷ $27,000).

Why is net revenue retention important?

NRR is a critical measurement for subscription organizations and SaaS pioneers hoping to evaluate how feasible their business’ revenue development is. The unpredictability of the ongoing period sees a shift away from “development no matter what” to an emphasis on economic development, especially among financial backers. Reasonable development in SaaS depends on holding your current customers and developing their records with you. For this, announcing your month to month repeating revenue (MRR) doesn’t exactly cut it.

High paces of churn or record withdrawal can demonstrate issues with your item offer, evaluating methodology, customer experience, and then some. Yet, in the event that your measuring stick for success is MRR development, these difficulties can be veiled by high securing rates. A high net revenue retention rate shows unsurprising and adaptable development. What’s more, the higher the rate the better your organization’s possibilities with financial backers. Simply take a gander at the NRR paces of SaaS organizations with the absolute best IPOs as of late:

  • Snowflake – 158%
  • Twilio – 155%
  • Elastic – 142%
  • PagerDuty – 139%
  • AppDynamics – 123%

How to improve your net revenue retention

There are three areas to focus on to improve your net revenue retention rate:

1. Reducing churn

There are various ways of dissecting churn in a SaaS business, and various kinds of churn to consider. For the majority SaaS organizations, issues with customer support brings about abrogations. Contact in the client experience inside the item is additionally a typical driver of churn. A customer may just have incidental need for your item, or require highlights you’re not yet supporting. Also, in some cases churn is inadvertent.

The best strategies for further developing churn depend on the genuine motivations behind why customers are leaving in any case. So begin there. Search for easy pickins, similar to better signposting to self-serve materials for investigating, for example. Then put resources into the areas that will have the best effect, as new elements, working out your help or success groups, putting resources into UX, or returning to your pricing technique.

2. Limiting downgrades

Downsize are desirable over churn and can be utilized as a churn counteraction strategy. You could, for example, give customers who have begun an undoing stream or contacted end their subscription the choice to rather stop or diminish their subscription level. You can expect a great deal of the strategies you execute to lessen churn to decrease minimize as well. In any case, minimize are additionally the aftereffect of buying some unacceptable subscription or item forthright or redesigning at some unacceptable time. Like churn investigation, you’ll need to dive into why customers are minimizing to find any fundamental patterns that you can determine.

Depending on what you discover, tactics for limiting downgrades could include:

  • Better enabling customers to choose the right package for their needs.
  • A more flexible pricing strategy
  • Reworking your value proposition
  • Reconfiguring your packages
  • A more considerate timeline for up-selling or cross-selling maneuvers

3. Improve up-selling and cross-selling

Perhaps the most effective way of growing revenue from your current customer base is to zero in on the worth measurements that make the biggest difference to your customer fragments. When you comprehend the worth of the arrangement your item offers, you can plan your pricing and bundling such that prods customers to develop their investing over energy. This requires testing and returning to as the market develops and at whatever point you venture into new business sectors or portions.

You can do whatever it may take to help customers to remember the worth they are getting from your item. Composing improvement device Grammarly, for example, utilize week by week experiences messages that sum up a client’s use insights, featuring where the item has helped them the most. You can likewise remind them what they’re passing up by not overhauling their entrance or purchasing another product offering when they’re signed into their record. Simply don’t be excessively pushy – that will probably prompt a quicker churn or minimization.

What’s the difference between NRR & Gross Revenue Retention (GRR)?

Gross Revenue Retention (GRR) is a SaaS metric that actions yearly revenue lost from existing customers.

In spite of the fact that GRR is frequently mistaken for NRR, the two-retention measurements are not something very similar.

Like Net Revenue Retention, Gross Revenue Retention is determined in light of MRR, Churn MRR, and Contraction MRR, however it does exclude Expansion MRR and will in general downfall as the organization develops.

SaaS experts’ discussion over which metric between Net Revenue Retention and Gross Revenue Retention is the most proper for estimating customer success.

It could appear to be persuading to involve NRR as it incorporates more data. In any case, Gross Revenue Retention gives data on the drawn out development of the business.

Here’s the formula to calculate GRR:

Gross Revenue Retention (GRR) = (Monthly Recurring Revenue (MRR) at the start of the month – Churn – Downgrades)/ MRR at the start of the month

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