Net revenue retention (NRR) measures how much recurring revenue a business retains and expands within its existing customer base over a defined period, factoring in renewals, upgrades, and downgrades.
In B2B subscription or contract-led models, NRR is one of the clearest indicators of sustainable growth. It shows how effectively an organisation delivers ongoing value and strengthens customer relationships beyond the initial sale.
A consistently high NRR signals strong product adoption, effective customer success, and alignment across marketing and sales. It demonstrates that growth is being driven by retention and expansion, not just acquisition.