Net Revenue Retention Calculator
Can exceed 100% while customers leave.
Net revenue retention
100%
80% gross
Net retention above 100% means the existing base grows without acquiring anyone — but gross retention of 80% shows customers are still leaving. Expansion from the survivors is masking it, and it will stop masking it when growth slows.
How the Net Revenue Retention Calculator works
Net revenue retention can sit above 100% while gross retention is 85% — expansion from the survivors masks a base that is still losing customers. The two answer different questions, and reporting only the flattering one is a well-established habit.
Not financial advice. Marketplace fees change, and they vary by country, plan and seller status. Every rate here is an editable default, not a quoted price — check the platform's current fee schedule before you price a product against it. This is not tax or business advice.
Frequently asked questions
What is net revenue retention?
Starting cohort revenue plus expansion, less contraction and churn, divided by starting revenue. Above 100% means the existing base grows without acquiring anyone.
How does it differ from gross retention?
Gross retention excludes expansion, so it can never exceed 100%. It measures how much of the base you keep; net measures how much revenue the base produces.
Why report both?
Because net above 100% with gross at 85% is a very different business from net at 105% with gross at 98%. The first depends on a shrinking group spending more, which eventually stops working.
Does this apply outside subscriptions?
Yes. Any business with repeat customers has expansion, contraction and churn — the terms are simply less formalised in ecommerce than in software.