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Interactive SaaS cohort retention waterfall chart demonstrating Net Revenue Retention (NRR) and LTV/CAC ratios over 5 years.
Cohort retention models, NRR benchmarks, and expansion multipliers
Track month-by-month revenue compounding, logo churn curves, and expansion multiples from Month 0 to Month 60.
Models expansion revenue (upsells/seat additions) against gross contraction and logo cancellations to evaluate net negative churn.
Calculates exact gross-margin-adjusted LTV and benchmarks payback horizons across varied ARPU customer segments.
When NRR exceeds 100%, expansion upsells outweigh cancellations, creating compounding growth without new sales.
GRR measures core product stickiness (capped at 100%), while NRR measures total cohort revenue monetization.
High retention and upsell dynamics expand customer lifetime value, justifying higher customer acquisition investments.
Everything you need to know about SaaS Churn & LTV
Net Revenue Retention measures the percentage of recurring revenue retained from an existing cohort of customers over a time period, including expansion (upsells/cross-sells) and subtracting contraction and churn: NRR = (Starting MRR + Expansion - Contraction - Churn) / Starting MRR.
Net Negative Churn occurs when NRR exceeds 100%. In this state, expansion revenue from existing retained customers outpaces lost revenue from churned customers, causing the cohort to grow in revenue over time without adding any new customers.
Logo Churn is the percentage of customer accounts that cancel (e.g. losing 5 out of 100 customers = 5% logo churn). Revenue Churn is the actual dollar amount lost from cancellations and downgrades.
Deepen your financial modeling with verified SaaS, runway, and tax calculators.
Evaluates sales efficiency multiples (3x to 8x LTV:CAC) and CAC payback months to guide venture capital fundraising and ad spend.
Gross Revenue Retention measures the percentage of revenue retained excluding all expansion/upsell revenue: GRR = (Starting MRR - Contraction - Churn) / Starting MRR. GRR can never exceed 100% and reflects core customer retention strength.
For Enterprise SaaS, top-quartile NRR is 120% to 140%+. For Mid-Market B2B, 105% to 115% is considered healthy. For Self-Serve/Prosumer products, 85% to 95% NRR is standard.
LTV equals the monthly gross profit generated per customer divided by the monthly logo churn rate: LTV = (Monthly ARPU x Gross Margin %) / Monthly Logo Churn %.
An LTV:CAC ratio of 3.0x or higher indicates a healthy, sustainable business model. Ratios above 5.0x suggest you may be underinvesting in sales and marketing growth.
For SMB/PLG SaaS, a CAC payback under 12 months is ideal. For Enterprise SaaS with annual upfront contracts, payback periods between 14 and 20 months are acceptable.
Yes! Click 'Export CSV' to download complete 60-month retention tables, active logos, NRR/GRR percentages, and cumulative cashflows, or click 'Snapshot' for chart graphics.
You can switch between US Dollar (USD), Euro (EUR), British Pound (GBP), Indian Rupee (INR), Canadian Dollar (CAD), Australian Dollar (AUD), Japanese Yen (JPY), UAE Dirham (AED), and Singapore Dollar (SGD).
When monthly expansion exceeds monthly churn, the cohort revenue curve climbs upward above the 100% baseline, compounding revenue exponentially over 3 to 5 years.
No software installation is required. The Subscription Churn & Expansion LTV Visualizer runs client-side in your web browser using HTML5 Canvas and TypeScript.