Glossary/Measurement & Attribution/Net Revenue Retention (NRR)
Measurement & Attribution
Net Revenue Retention (NRR)
Recurring revenue kept from an existing customer group over a period, including expansion and subtracting churn and downgrades, expressed as a percentage.
By Brandon Mina·CEO, BrandPilot AI·Updated November 2026
Short answer
Net revenue retention (NRR) is the percentage of recurring revenue kept from an existing group of customers over a period, including expansion such as upgrades and subtracting churn and downgrades. An NRR above 100% means existing customers are growing revenue on their own, which is a strong signal of product value in subscription businesses.