Net Revenue Retention (NRR)

The percentage of recurring revenue retained from existing customers over a period, excluding any expansion revenue. GRR isolates the impact of churn and contraction and can never exceed 100%.

The percentage of customers (measured by count, not revenue) that remain active over a given period, regardless of changes in their contract value. Logo retention — also called customer retention rate or gross retention by customer count — isolates the frequency of customer loss from revenue expansion or contraction and is a key indicator of product-market fit and customer satisfaction.

The percentage increase in a company's revenue over a specific period, typically measured year-over-year or quarter-over-quarter. Revenue growth rate is a fundamental measure of business expansion, market traction, and the effectiveness of go-to-market strategy.

The total predictable revenue a subscription business earns each month, normalised to exclude one-time charges. MRR is tracked as new MRR, expansion MRR, contraction MRR, and churned MRR to understand the drivers of revenue movement.

A method of tracking the behaviour of groups of customers (cohorts) who share a common characteristic — typically their acquisition date — over time. Cohort retention analysis reveals whether product improvements are genuinely improving customer retention by isolating the performance of each intake group, and is essential for forecasting lifetime value and revenue trajectory in subscription businesses.

The annualised value of recurring subscription revenue. ARR is the primary top-line metric for SaaS and subscription businesses, providing a normalised view of predictable revenue that strips out one-time fees and variable charges.

Revenue that is contractually expected to continue on a regular basis, such as subscriptions, maintenance contracts, or licensing fees. Recurring revenue is more predictable than one-time sales and is valued at higher multiples because it reduces risk and improves forecasting accuracy.

An assessment of the sustainability, predictability, and growth trajectory of a company's revenue streams, examining factors such as the proportion of recurring versus one-time revenue, customer concentration, contract duration and renewal rates, pricing power, and the distinction between organic and acquisition-driven growth. Revenue quality analysis is a core component of financial due diligence in M&A transactions and directly impacts the selection of appropriate valuation multiples.