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CS tools / Churn & NRR calculator
Calculate your Gross Revenue Retention, Net Revenue Retention, and churn rate — benchmarked against SaaS industry standards.
Your metrics
Annual Recurring Revenue at start of period
Upsells, cross-sells, and seat expansions
Downgrades and plan reductions
Revenue lost from cancelled accounts
Timeframe these figures cover
Enter your metrics to see your retention score
Gross Revenue Retention (GRR)
(Starting ARR − Churn − Contraction) ÷ Starting ARR
Measures how much of your starting revenue you kept, before any expansion. Capped at 100%. A strong GRR means your CS team is successfully preventing churn and downgrades.
Net Revenue Retention (NRR)
(Starting ARR + Expansion − Contraction − Churn) ÷ Starting ARR
Includes expansion revenue from upsells and cross-sells. Can exceed 100%. NRR above 100% means your existing customer base is growing without any new customer acquisition.
Revenue Churn Rate
Churned ARR ÷ Starting ARR
The percentage of starting revenue lost from cancelled accounts in the period. Unlike customer churn, revenue churn weights large accounts appropriately — losing one $100k account matters more than losing ten $5k accounts.
A good NRR for a SaaS company is 110% or above. World-class companies like Snowflake and Twilio have historically achieved NRR above 120%, meaning their existing customer base grows by more than 20% per year without any new customer acquisition.
Gross Revenue Retention (GRR) measures how much of your starting revenue you retained after churn and contraction, capped at 100%. Net Revenue Retention (NRR) includes expansion revenue from upsells and cross-sells, so it can exceed 100%. GRR shows your ability to retain customers; NRR shows your ability to grow revenue from them.
For B2B SaaS companies, an annual revenue churn rate below 5% is generally considered healthy. Enterprise-focused companies often achieve below 3%. Rates above 10% annually signal a retention problem that requires urgent attention from the CS team.
Customer Success directly drives NRR by reducing churn and contraction (improving GRR) and by identifying and executing expansion opportunities through upsells and cross-sells. CS teams with clearly defined expansion quotas and health scoring systems consistently outperform those focused solely on reactive support.
Revenue churn measures the percentage of ARR lost from cancelled or contracted accounts. Customer churn measures the percentage of accounts lost. Revenue churn is generally more important for SaaS businesses because losing one large account has more impact than losing several small ones.
Browse Customer Success jobs at SaaS companies where retention is taken seriously.