When to use this calculator
Measure recurring-revenue retention including expansion in an existing customer cohort. Uses the starting customer cohort only; new-customer revenue is excluded.
Explore the marketing & customer calculators for other questions in this topic. For a related calculation, use the Return on Ad Spend Calculator: Compare advertising-attributed revenue with advertising spend.
PUTTING IT INTO PRACTICE
Net Revenue Retention: a worked example
The values below are an illustrative example, not a recommendation. Replace them with measurements or assumptions that match your question.
| Input | Example value |
|---|---|
| Starting recurring revenue | 10,000 |
| Expansion revenue | 2,000 |
| Contraction revenue | 500 |
| Churned revenue | 1,000 |
| Result | 105 % |
- Check the input labels and enter the example values above.
- Apply the relationship: NRR (%) = (starting + expansion − contraction − churn)/starting × 100.
- The result is 105 %, rounded for display.
How to interpret your result
Uses the starting customer cohort only; new-customer revenue is excluded.
Define the event, audience and attribution window before calculating a rate. Clicks, customers and orders are different units. Acquisition cost and campaign CPA may cover different spending categories.
Frequently asked questions
Should I count unique users or total events?
Use the definition matching your metric. State it consistently because repeat events can produce a different rate from unique people.
When is the net revenue retention calculator useful?
Measure recurring-revenue retention including expansion in an existing customer cohort. Uses the starting customer cohort only; new-customer revenue is excluded.
How do I use the net revenue retention calculator?
Enter starting recurring revenue, expansion revenue, contraction revenue, churned revenue. The result updates automatically. Use the units shown beside each input; the example values illustrate the method.
Which formula does this calculator use?
NRR (%) = (starting + expansion − contraction − churn)/starting × 100.
What should I check before using the result?
Uses the starting customer cohort only; new-customer revenue is excluded.
How are results rounded?
Scalar numbers display up to six decimal places, with scientific notation for very large or small values. Text, fraction, date and schedule outputs use the format described on the tool. Intermediate calculations use JavaScript floating-point arithmetic. Keep sensible precision for your measurements.
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