Net Revenue Retention
Net Revenue Retention (NRR) is the percentage of recurring revenue retained from existing customers over a period — including upgrades and expansion, net of churn and downgrades — typically measured annually.
What is Net Revenue Retention?
NRR is the most-watched retention metric in B2B SaaS because it captures the full economic outcome of an existing customer cohort: how much of last year's revenue is still here, plus how much it has grown. NRR above 100% means expansion exceeded churn — the customer base is growing without any new logos. NRR above 120% is best-in-class. Mature companies report both Net Revenue Retention and Gross Revenue Retention (which excludes expansion) to give investors a complete picture.
Why it matters
- Best single measure of customer-base health and product-market fit durability.
- NRR above 100% means the business compounds even without new-logo acquisition.
- Investors weight NRR heavily in valuation — it's the most-watched metric in B2B SaaS.
Use cases
- Investor reporting. NRR as a headline metric in board decks and fundraising materials.
- Customer success ROI. NRR uplift from CS investment justifies the cost.
- Expansion-motion measurement. Expansion revenue as a discrete contributor to NRR.
How turgo helps
turgo's analytics tie agent expansion-motion activity to NRR contribution — so leadership sees which customer-base motions drive the metric.
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