Metric: MRR Retention Rate

The Net MRR Retention Rate cohort analysis reports the rate at which MRR is renewed.

You can view this metric at

How is it calculated?

MRR Retention Rate = MRR of renewed subscriptions / Total MRR of subscriptions up for renewal

For example, if you had $1000 MRR at the beginning of the month and one customer contributing $100 MRR churned, before the end of the month, your MRR Retention Rate would be 90%.

You can have over 100% MRR Retention if the sum of Expansion MRR is greater than the sum of Churn and Contraction MRR. For example, if you had $1000 MRR at the beginning of the month, and lost $100 MRR to churn but gained $200 MRR from upgrades, your MRR Retention Rate would be 110%.

What analyses can be gained?

This cohort analysis is useful if you want to identify the factors that lead to upgrades or identify when a customer is likely to upgrade or downgrade their account. You can segment this cohort analyses using the segmentation tools. For example, you can see if a customer is more likely to renew if they regularly engage with your support team. 

Recommended reading: The Ultimate Cohort Analyses Cheat Sheet.


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