Growth & SaaS metrics

Churn rate and net revenue retention calculator

Retention compounds. A business holding 95% of revenue each month keeps 54% after a year; at 98% it keeps 78%. That gap decides whether growth spend produces a durable base or a leaky bucket.

Inputs

Result

Net revenue retention

101.5%

Monthly logo churn
3%
Annualised logo churn
30.62%
Gross revenue retention
97%
Average customer lifespan
33.3 months
Customers remaining after 12 months
346.92
  • Net revenue retention above 100% means the existing base grows without a single new customer.

How to use this calculator

  1. 1Enter starting revenue and customer count for the period.
  2. 2Enter revenue and customers lost, plus expansion revenue from existing accounts.
  3. 3Read gross and net retention side by side.

Three retention numbers that matter

Logo churn counts customers lost. Gross revenue retention measures revenue kept from the starting base, ignoring expansion, and can never exceed 100%. Net revenue retention adds upgrades and can exceed 100%.

Net revenue retention above 100% means the existing base grows without new customers — the strongest signal of product-market fit an acquirer can see in a data room.

Converting between monthly and annual

Annual churn is not monthly churn x 12. It is 1 − (1 − monthly churn)^12, which for 3% monthly gives roughly 30.6% annual, not 36%.

Small businesses with lumpy customer counts should measure quarterly to reduce noise, and always segment by cohort and plan tier.

Call this tool from the API

Every calculator on this site is also an endpoint. Get a free key from the developer page and call it from your product, spreadsheet or AI agent.

curl -X POST https://utopiavalue.co/api/v1/tools/churn-and-retention-calculator \
  -H "Authorization: Bearer $UTOPIA_API_KEY" \
  -H "Content-Type: application/json" \
  -d '{"startingCustomers":500,"lostCustomers":15,"startingRevenue":100000,"lostRevenue":3000,"expansionRevenue":4500,"currency":"USD"}'

Frequently asked questions

What is a good churn rate?

SMB SaaS commonly runs 3-5% monthly logo churn; mid-market 1-2%; enterprise well under 1%. Consumer subscriptions are typically higher.

Why is my net retention above 100% while customers leave?

Expansion from remaining accounts is outrunning lost revenue. That is healthy, but track logo churn separately so a shrinking base does not stay hidden.

How does retention affect valuation?

It is one of the largest multiple drivers in recurring-revenue businesses. High NRR reduces forecast risk, which directly reduces the discount rate applied to future cash flow.