Enter Retention Inputs
Use recurring revenue from the same customer base only. New business is shown separately and never inflates retention ratios.
Example Data Table
| Period | Starting Revenue | Churn | Contraction | Expansion | Reactivation | New Business | GRR | NRR |
|---|---|---|---|---|---|---|---|---|
| Monthly | $120,000 | $8,000 | $5,000 | $14,000 | $3,000 | $18,000 | 89.17% | 103.33% |
| Quarterly | $340,000 | $21,000 | $16,000 | $42,000 | $7,000 | $55,000 | 89.12% | 103.53% |
| Annual | $1,800,000 | $170,000 | $95,000 | $260,000 | $50,000 | $310,000 | 85.28% | 102.50% |
Formula Used
Gross Revenue Retention
GRR = (Starting Revenue − Churn Revenue − Contraction Revenue) ÷ Starting Revenue × 100
Net Revenue Retention
NRR = (Starting Revenue − Churn Revenue − Contraction Revenue + Expansion Revenue + Reactivation Revenue) ÷ Starting Revenue × 100
Ending Revenue Including New Business
Ending Revenue = Net Retained Revenue + New Business Revenue
Logo Retention
Logo Retention = (Starting Customers − Customers Lost) ÷ Starting Customers × 100
New business revenue is displayed separately so the retention ratio stays focused on the original customer base. That keeps your CRM renewal analysis clean.
How to Use This Calculator
- Choose the reporting period that matches your CRM review cadence.
- Enter the starting recurring revenue for the same customer base.
- Add churned revenue from fully lost accounts.
- Add contraction revenue from downgrades or seat reductions.
- Enter expansion revenue from upsells, cross-sells, or price lifts.
- Enter reactivation revenue if previously lost accounts returned.
- Add new business separately to see final revenue without distorting retention.
- Optionally enter customer counts to estimate logo retention and revenue per account.
- Click the calculate button to place results above the form.
- Use the CSV or PDF buttons to save the result summary.
Frequently Asked Questions
1. What does revenue retention measure?
It measures how much recurring revenue you kept from an existing customer base during a period, after churn, downgrades, expansion, and reactivation activity.
2. What is the difference between GRR and NRR?
GRR excludes expansion and reactivation. NRR includes them. GRR shows protection of the base, while NRR shows whether account growth offsets losses.
3. Should new sales be included in retention?
No. New business should remain separate. Retention metrics should evaluate how the starting customer cohort performed without inflating results through newly acquired revenue.
4. What is a good NRR benchmark?
Many teams view 100% as stable, 100% to 110% as healthy, and above 110% as strong. Good targets vary by pricing model, segment, and maturity.
5. Why track contraction separately from churn?
Contraction highlights lost revenue from active customers who stayed but spent less. This often reveals pricing, packaging, adoption, or seat-utilization issues earlier.
6. What does reactivation revenue mean?
Reactivation revenue comes from previously lost customers who returned during the measured period. It helps show whether win-back programs are restoring recurring value.
7. Can this calculator support monthly or annual reviews?
Yes. The formulas remain the same across periods. Just keep all inputs aligned to the same monthly, quarterly, annual, or custom reporting window.
8. Why add customer counts if revenue is already entered?
Customer counts add logo retention context. They help you see whether fewer customers are carrying more revenue or whether account losses are increasing.