ネットレベニューリテンション（NRR）

Net revenue retention (NRR), also called net dollar retention in some contexts, measures how recurring revenue from starting customers changes during a period. It adds expansion and reactivation, subtracts contraction and churn, and excludes new-customer revenue. NRR reveals whether product value, customer success, packaging, and pricing can grow the existing base even before acquisition is counted.

The basic formula starts with recurring revenue from existing customers, adds expansion, subtracts contraction and churn, and divides by starting recurring revenue. New business is excluded. Basic formula | NRR = (starting MRR + Expansion MRR - Contraction MRR - Churn MRR) / starting MRR | Measures existing-customer revenue retention Above 100% | Existing revenue grew | Expansion exceeded contraction and churn Below 100% | Existing revenue shrank | The base declines without new acquisition

NRR is an existing-customer metric. Adding new customers hides whether the installed base is healthy. Include | Starting customers, expansion, reactivation, contraction, churn | They describe the existing base Exclude | New customers acquired during the period, first-order ARR, one-time revenue | Acquisition and retention must stay separate Define carefully | Reactivation, usage-based revenue, account consolidation, plan migration, mid-period changes | Cohort treatment varies

NRR improves through expansion, higher adoption, better packaging, and lower churn or contraction. Expansion | Seats, upgrades, and cross-sell increase revenue | Main path to NRR above 100% Contraction | Seat reductions or downgrades reduce revenue | Signals adoption or value gaps Churn | Existing customers cancel | Directly leaks ARR or MRR Customer success | Onboarding and QBRs improve adoption | Helps both expansion and retention

Shows whether the existing customer base can grow without new sales. Separates ARR growth driven by acquisition from growth driven by customer value. Guides investment across customer success, product expansion, packaging, and pricing.

• Shows whether the existing customer base can grow without new sales.
• Separates ARR growth driven by acquisition from growth driven by customer value.
• Guides investment across customer success, product expansion, packaging, and pricing.

• NRR excludes new-customer revenue.
• NRR above 100% means expansion exceeds contraction and churn.
• Read GRR with NRR to see whether expansion is hiding retention weakness.
• For enterprise SaaS, NRR is a key signal of growth quality.
• NRR is a lagging indicator, so adoption and usage leading indicators still matter.

High NRR can be real strength or a temporary artifact from a few large upsells. Inspect distribution and cohorts. NRR alone can hide weak GRR or logo retention. Including new customers turns NRR into a growth-rate proxy, not retention. A single large upsell can move aggregate NRR; check median and segment views.

• NRR alone can hide weak GRR or logo retention.
• Including new customers turns NRR into a growth-rate proxy, not retention.
• A single large upsell can move aggregate NRR; check median and segment views.

Read NRR with ARR, MRR, churn, GRR, and LTV. ARR / MRR | Recurring revenue base | Shows where NRR affects the business Churn Rate | Customer or revenue loss | Breaks down NRR pressure GRR | Existing revenue retention before expansion | Reveals the downside without upsell LTV | Future customer value | Higher NRR usually supports higher LTV

A SaaS company starts the quarter with an existing-customer MRR base set to one hundred units. During the quarter, expansion adds eighteen units, contraction removes seven units, and churn removes six units. NRR lands above one hundred percent, so the existing base grew, but GRR remains below ninety percent, meaning expansion is covering meaningful leakage. The team keeps the upsell motion but also targets the segment driving contraction.

NRR | Existing revenue retained after expansion and losses | Shows growth from the installed base GRR | Existing revenue retained before expansion | Shows retention downside directly Churn Rate | Customers or revenue lost | Explains negative pressure on NRR ARR | Total annual recurring revenue | NRR explains quality of ARR growth Logo retention | Customers retained by count | Does not show contract-size movement

• NRR is the same as revenue growth. It excludes new customers and focuses on the starting customer base.
• NRR above 100% means everything is healthy. Weak GRR or logo churn can still be hidden by expansion.
• NRR is only a customer success metric. Product value, pricing, packaging, and sales expectations all affect it.