NRRNet Revenue Retention
What % of last year's revenue you still have, including expansion.
Put this metric to work: explore FlowMRR's MRR retention analytics to track revenue movements, retention and forecasts from your own account.
Measures the revenue retained from existing customers including upsells. If existing customers expand faster than they shrink and churn, NRR is above 100% — meaning revenue grows even with zero new sales.
Formula
NRR = (Starting MRR + Expansion − Contraction − Churn) ÷ Starting MRRWorked example
Start $100K, expansion $12K, contraction $2K, churn $4K → NRR = (100 + 12 − 2 − 4) ÷ 100 = 106%.
Illustrative comparisons
B2B SaaS, annualisedThese unsourced ranges are illustrative scenarios, not measured industry benchmarks, percentiles or recommended targets. Their qualitative labels are editorial interpretations. Compare your own cohorts using the same segment, period, currency and measurement basis.
Why it matters
NRR above 100% is the most coveted metric in SaaS. It means your existing book is a growth engine — every new customer is a compounding asset. NRR is what gets companies acquired at 20× multiples and what gets companies acquired at 4×.
Common mistakes
- Calculating on a single month's snapshot rather than year-over-year cohort comparison.
- Including new logos in the numerator (NRR is about existing customers only).
- Reporting NRR without GRR — they tell different stories.