Measure SaaS retention using starting MRR, expansion, churn, and downgrade revenue. The calculator estimates NRR, GRR, expansion rate, and retention health for SaaS growth.
The result shows how much revenue is retained and expanded from the existing customer base. Strong NRR means existing customers are growing faster than churn and contraction.
Retention should be tracked by cohort and customer segment. Enterprise SaaS, SMB SaaS, and usage-based SaaS can have different healthy ranges.
With $100,000 starting MRR, $18,000 expansion, $7,000 churn, and $3,000 downgrades, NRR is 108% and GRR is 90%.
Strong NRR is often above 100%, with higher benchmarks for enterprise SaaS. The right target depends on ACV, customer segment, and expansion model.
Gross revenue retention equals starting recurring revenue minus churned and downgraded revenue, divided by starting recurring revenue.
NRR includes expansion revenue. GRR excludes expansion, so NRR can be higher when upgrades offset churn and downgrades.
Higher retention makes ARR more durable, improves growth efficiency, reduces CAC pressure, and can support stronger valuation multiples.
Improve onboarding, customer success, product adoption, account expansion, pricing packaging, and churn prevention for high-value accounts.
| Module | What it shows |
|---|---|
| NRR | Revenue retained after expansion and losses. |
| GRR | Revenue retained before expansion. |
| Expansion Rate | Upsell and expansion as a share of starting MRR. |
| Retention Health | Quality score from NRR and GRR. |