NRR (Net Revenue Retention)

The percentage of recurring revenue retained from existing customers including expansions, upgrades, and downsells, but excluding new customers. NRR above 100% means a business grows revenue even without adding new customers.

NRR measures the health of a subscription base by combining upgrades and expansion against downgrades and cancellations. A figure above 100% is a powerful signal — the existing customer base grows revenue on its own, before any new logos are added.