Calculator Inputs
Large screens show three columns, medium screens show two, and phones show one. The page itself remains a clean single-column experience.
Example Data Table
This example shows a single reporting period and the same values used by the demo loader.
| Period | Starting Revenue | Expansion | Contraction | Churn | Reactivation | New Revenue | GRR | NRR |
|---|---|---|---|---|---|---|---|---|
| Monthly Example | $120,000.00 | $12,000.00 | $5,000.00 | $9,000.00 | $3,000.00 | $14,000.00 | 88.33% | 100.83% |
Formula Used
Gross Revenue Retention
GRR = (Starting Revenue − Churned Revenue − Contraction Revenue) ÷ Starting Revenue × 100
GRR shows how much opening recurring revenue stayed intact without any help from upsells, cross-sells, or reactivations.
Net Revenue Retention
NRR = (Starting Revenue − Churned Revenue − Contraction Revenue + Expansion Revenue + Reactivation Revenue) ÷ Starting Revenue × 100
NRR measures how the existing customer base performed after losses and growth. New customer revenue is not included.
Ending Revenue
Ending Revenue = Net Retained Revenue + New Revenue − Excluded Revenue Adjustments
This value reflects the period-end total after retaining, expanding, replacing, and adjusting revenue.
Logo Retention
Logo Retention = (Starting Accounts − Churned Accounts) ÷ Starting Accounts × 100
Logo retention tracks customer count retention. It complements revenue retention, especially when account sizes vary widely.
How to Use This Calculator
- Enter the recurring revenue at the start of your chosen period.
- Add revenue gained from existing customers through expansion or reactivation.
- Enter revenue lost through churn and contraction during the same period.
- Add new-customer revenue separately so NRR stays focused on the opening base.
- Enter starting and churned account counts to estimate logo retention.
- Set a target NRR benchmark, then calculate to compare actual results with plan.
- Review the result cards, summary notes, and graph before exporting CSV or PDF.
Frequently Asked Questions
1. What does revenue retention rate measure?
It measures how much recurring revenue from your starting customer base survives the period. It highlights the impact of churn, downgrades, upsells, and reactivations without confusing existing-customer performance with brand-new sales.
2. What is the difference between GRR and NRR?
GRR only measures revenue preserved after churn and contraction. NRR also includes growth from existing customers through expansion and reactivation. GRR can never exceed 100%, while NRR can rise above 100% when expansion offsets losses.
3. Should new customer revenue be included?
No. New-customer revenue should stay separate when calculating retention. That keeps the metric focused on how well you protected and grew the opening customer base rather than blending retention with acquisition performance.
4. Why track reactivation revenue separately?
Reactivation revenue shows how much previously lost revenue returned. Keeping it separate helps sales and customer success teams understand how much of the result came from winning back past customers rather than expanding current ones.
5. What is considered a strong NRR?
It depends on your business model, contract structure, and pricing motion. Many recurring-revenue teams view 100% as stable, 110% as strong, and 120% or more as exceptional for expansion-led growth.
6. Why can logo retention and revenue retention differ?
Customer counts and customer value are not the same. You can retain many small accounts yet lose a few large accounts, causing revenue retention to drop even when logo retention still looks healthy.
7. How often should I calculate retention?
Monthly is common for operating reviews, quarterly for board-level analysis, and annually for strategic planning. Use the same period consistently so trend analysis remains meaningful and your benchmarking stays comparable.
8. Can this calculator support sales forecasting?
Yes. Retention metrics improve forecast quality by showing how much of next period’s revenue is likely to come from the current base. They also reveal whether growth depends more on expansion, win-backs, or new customer acquisition.