Net Revenue Retention (NRR)

Net revenue retention (NRR) is the percentage of recurring revenue retained from existing customers over a period, including expansion and after accounting for churn and downgrades.

An NRR above 100% means existing customers grew their spending faster than others left or shrank it, so the base expands even without new customers.

It is a closely watched measure of product health and a complement to churn, customer acquisition cost, and lifetime value.