Ballistic MediaFounders & operators
Get a fast read on unit economics or channel efficiency without waiting on a spreadsheet rebuild.
Net Revenue Retention
Expansion, contraction, and churn into one retention metric.
104.0%
$104,000
What is NRR?
Net Revenue Retention (NRR), also called Net Dollar Retention (NDR), measures how recurring revenue from an existing customer cohort changes after expansion, contraction, and churn — without counting new logos.
Why is NRR Important?
Efficient growth
NRR above 100% means the base grows without new acquisition.
Valuation signal
Strong NRR is heavily weighted in SaaS quality assessments.
Expansion proof
Shows whether upsell and seat growth are real.
Churn context
Separates gross loss from net outcome after expansion.
CS priorities
Highlights contraction and churn to attack first.
How is NRR Calculated?
NRR = (Start MRR + Expansion − Contraction − Churned) ÷ Start MRR × 100
Start with cohort MRR, add expansion, subtract contraction and churned MRR, then divide by starting MRR.
Factors Affecting NRR
Expansion motion
Usage-based billing, seats, and add-ons lift NRR.
Contraction
Downgrades and seat loss pull NRR down.
Logo churn
Lost accounts remove MRR from the cohort.
Pricing power
Successful price increases can raise NRR.
Product breadth
Multi-product suites enable cross-sell.
Customer success
Proactive adoption reduces churn and contraction.
NRR vs. Gross Retention
NRR
- Includes expansion.
- Can exceed 100%.
- Best for overall base health.
Gross retention
- Ignores expansion.
- Caps at 100%.
- Best for seeing raw churn/contraction.
What is a NRR Calculator?
An NRR calculator combines starting MRR with expansion, contraction, and churn to show net retention for a cohort.
Benefits of Using a NRR Calculator
Board-ready output
Produce NRR without rebuilding finance sheets.
Scenario planning
Test how expansion or churn moves the metric.
CS focus
Quantify contraction vs logo loss.
Growth quality
Show how much growth comes from the existing base.
Consistency
Standardize cohort math across teams.
How to Use a NRR Calculator
Enter starting MRR
Use the cohort’s recurring revenue at period start.
Enter expansion
Add upsell, cross-sell, and seat growth MRR.
Enter contraction & churn
Subtract downgrades and lost MRR.
Read NRR
Review net retention % and ending cohort MRR.
What Is a Good NRR?
Elite B2B SaaS often targets 110–130%+ NRR. Above 100% is already a strong signal that expansion outpaces losses. Below 100% means the installed base is shrinking and new logo growth must work harder.
Who's it for?
Digital Marketers
Use this calculator to benchmark performance, allocate budget, and brief stakeholders with a clear, shared metric.
Agencies & growth teams
Standardize reporting across clients and campaigns, and turn calculations into optimization recommendations.
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