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Revenue Retention Curve Calculator

Model GRR and NRR over time from monthly expansion, contraction, and churn assumptions (existing cohort only).

Revenue retention curves show how dollars retained change over time. They're more actionable than a single NRR/GRR snapshot because they reveal compounding effects.

This calculator models a simple monthly retention process for an existing cohort: GRR excludes expansion; NRR includes expansion and contraction.

Prefer an explanation- Read the guide.
Related definitions:nrrgrrnet retentiongross retentionchurned mrrexpansion mrrcontraction mrrrevenue churn
Revenue retention curves: GRR vs NRR over time (how to model)NRR/GRR targets: how to translate targets into expansion and churn goalsRetention & churn hub: cohorts, GRR/NRR, and retention curvesNRR vs GRR: differences, formulas, and how to use both
 
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Tip: you can type commas (e.g., 10,000).

Example

Using the default inputs, the result is:
100%
Starting MRR (cohort)
$100,000
Monthly expansion rate
2%
Monthly contraction rate
0.5%
Monthly churn rate (revenue)
1.5%
Months to model
24

How to calculate

  1. Enter starting MRR for a cohort (existing base).
  2. Set monthly expansion, contraction, and churn rates.
  3. Choose a horizon and review NRR/GRR at key checkpoints and ending cohort MRR.

Formula

NRR_month = 1 + expansion - contraction - churn; GRR_month = 1 - contraction - churn (compounded monthly)
  • Rates are constant and applied to the current cohort MRR each month (simplification).
  • Excludes new customer MRR; this is an existing-cohort retention model.
  • Monthly sum approximates retained revenue (ignores within-month timing).

FAQ

Why can NRR be above 100% while GRR is below 100%-
GRR excludes expansion, so churn and downgrades drive it down. NRR includes expansion, so upgrades can offset (or exceed) churn and contraction, pushing NRR above 100%.
How do I make this more accurate-
Use real cohort curves segmented by plan/channel and model expansion and churn as time-varying (often higher early and lower later). This tool is a planning shortcut and scenario tester.

Common mistakes

  • Mixing time windows (annual NRR used as monthly rates).
  • Using blended rates across segments and hiding weak cohorts.
  • Confusing logo churn with revenue churn (different denominators).

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Quick checks

  • Keep time units consistent (monthly vs annual) across inputs and outputs.
  • Segment by cohort/channel/plan before trusting a blended average.
  • Use the related guide to avoid common definition and denominator mismatches.