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Retention Rate Calculator

Calculate customer retention rate, net revenue retention (NRR), and gross revenue retention (GRR). The metrics that define SaaS durability.

Customer Retention
Revenue Retention (optional)

Used for calculating Gross Revenue Retention (GRR).

Results

Customer Retention Rate

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Net Revenue Retention (NRR)

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Track retention automatically

ChurnWin calculates your retention rates automatically from Stripe data. See NRR, GRR, and customer retention trends over time without manual calculations.

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Understanding Retention Rates

What is customer retention rate?

Customer retention rate measures the percentage of existing customers you keep over a given period, excluding new acquisitions. It's the inverse of churn rate: if you retain 96% of customers, your churn rate is 4%.

Customer Retention Rate = ((Customers at End − New Customers) / Customers at Start) x 100

What is Net Revenue Retention (NRR)?

Net Revenue Retention (also called Net Dollar Retention or NDR) measures the revenue retained from your existing customer base, including the effects of expansion (upgrades, cross-sells) and contraction (downgrades, cancellations). NRR is widely considered the single most important SaaS metric by investors.

NRR = ((End MRR − New MRR) / Start MRR) x 100

An NRR above 100% means your existing customers are generating more revenue over time, even before counting new customers. This is the hallmark of best-in-class SaaS companies.

What is Gross Revenue Retention (GRR)?

Gross Revenue Retention measures the revenue retained from existing customers without counting expansion revenue. It isolates how much revenue you're losing to downgrades and cancellations. GRR can never exceed 100%.

GRR = ((End MRR − New MRR − Expansion MRR) / Start MRR) x 100

Customer retention vs revenue retention

Customer retention and revenue retention can tell very different stories. You might retain 95% of your customers but only 85% of revenue if your highest-paying accounts are churning. Conversely, strong expansion revenue can push NRR above 100% even if some customers leave.

That's why best practice is to track both: customer retention shows product stickiness, while NRR shows the economic health of your customer base.

Retention rate benchmarks

Industry benchmarks based on publicly reported data and SaaS surveys:

  • NRR above 120% — Excellent. Companies like Snowflake, Twilio, and Datadog have reported NRR above 120%. This is top-quartile performance.
  • NRR 100–120% — Good. The median SaaS company falls in this range. You're growing from your existing base.
  • NRR below 100% — Needs work. Your existing customer base is shrinking, meaning you need increasingly more new customers just to maintain revenue.
  • GRR above 90% — Strong. Best-in-class enterprise SaaS companies achieve 95%+ GRR.
  • GRR 80–90% — Typical. Most SaaS companies fall in this range.

How to improve retention

  1. Identify at-risk customers early — Use engagement data and AI risk scoring to spot churn signals before cancellation.
  2. Collect and act on feedback — Understand why customers leave and address systemic issues.
  3. Invest in onboarding — The first 90 days are critical. Customers who reach "aha moments" quickly are far more likely to stay.
  4. Build expansion paths — Usage-based pricing, add-ons, and tiered plans create natural upgrade opportunities that boost NRR.
  5. Monitor cohort trends — Track retention by cohort to see if newer customers are retaining better than older ones.

ChurnWin automates retention tracking — connect your Stripe account and get real-time NRR, GRR, and customer retention metrics, AI risk scoring, and automated feedback collection.