ARR and MRR
Annual recurring revenue is the annualized value of active recurring contracts. Monthly recurring revenue is the monthly equivalent. Define whether usage commitments, discounts, and one-time fees count.
Net revenue retention
(Opening recurring revenue + expansion − contraction − churn) ÷ opening recurring revenue for the same customer cohort. Exclude new customers. State whether the cohort is monthly or annual.
Gross revenue retention
(Opening recurring revenue − contraction − churn) ÷ opening recurring revenue for the same cohort. Expansion does not offset losses.
Logo churn
Customers lost during a period ÷ customers active at the start. Decide how pauses, mergers, and nonpaying accounts are handled.
Time to value
Elapsed time from a defined start event to a measurable first outcome. Name both events; “onboarded” alone is too vague.