Net Dollar Retention


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What is Net Dollar Retention?

Net Dollar Retention is a metric that measures the percentage of recurring revenue retained from existing customers over a given period, taking into account upsells, cross-sells, downgrades, and churn. It’s a key indicator of the growth and profitability of your software product.

Why is Net Dollar Retention important?

Net Dollar Retention is important because it provides insights into the financial health of your software product. A high Net Dollar Retention rate indicates that your existing customers continue to find value in your product and are willing to continue or even increase their spending.

What is the formula for Net Dollar Retention?

The formula for Net Dollar Retention is:

(Ending MRR – MRR from New Customers + MRR from Upsells – MRR from Downgrades – MRR from Churn) / Starting MRR * 100

🔥 Formula graphic


How is Net Dollar Retention calculated?:

Net Dollar Retention is calculated by subtracting the MRR from new customers, adding the MRR from upsells, subtracting the MRR from downgrades and churn from the ending MRR, then dividing by the starting MRR, and multiplying by 100 to get a percentage.

Can you provide an example of Net Dollar Retention?

For instance, if your software product started the month with $10,000 in MRR, ended the month with $9,500 in MRR, had $500 in MRR from new customers, $200 in MRR from upsells, $100 in MRR from downgrades, and $100 in MRR from churn, your Net Dollar Retention for that month would be (($9,500 – $500 + $200 – $100 – $100) / $10,000) * 100 = 90%.

How can Net Dollar Retention be improved?

Net Dollar Retention can be improved by enhancing the user experience, addressing customer feedback, improving product quality, and providing excellent customer service.

What are the industry benchmarks for Net Dollar Retention?

Industry benchmarks for Net Dollar Retention can vary widely depending on the specific industry and product. However, a higher Net Dollar Retention rate generally indicates a more stable and sustainable revenue base.

What factors can influence Net Dollar Retention?

Factors that can influence Net Dollar Retention include the quality and value of your software product, the effectiveness of your customer support, the pricing of your product, and customer satisfaction.

What are the potential pitfalls or misconceptions about Net Dollar Retention?

A common misconception about Net Dollar Retention is that it’s a measure of total revenue growth. However, Net Dollar Retention only measures revenue retention from existing customers. It’s also important to consider Gross MRR Churn Rate, which excludes revenue from upsells and cross-sells, to get a comprehensive view of revenue changes.

How often should Net Dollar Retention be tracked?

Net Dollar Retention should be tracked regularly, often on a monthly basis, to understand trends and the impact of any changes in your product or customer success strategies.

What tools can be used to measure Net Dollar Retention?

Net Dollar Retention can be measured using various subscription management and analytics tools, such as ChartMogul, ProfitWell, or Baremetrics.

What are some related terms to Net Dollar Retention?

Gross MRR Churn Rate, Monthly Recurring Revenue (MRR), Churn Rate