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Recurring Revenue Retention and Evidence

Separate customer retention, gross and net revenue retention, service obligations and the evidence behind a recurring-revenue claim.

Your inputs stay in this page. Calculations run in your browser. Financial figures are not sent to the website, saved in your browser, or placed in a URL. Downloading a scenario creates a local file.

One defined cohort and measurement period

Use the same period and customer population in all fields. Gross retention excludes expansion; net retention includes it. Comparing cohorts of different ages requires separate analysis.

Beginning measurement date (optional)Ending measurement date (optional)Customers in the beginning cohortRetained customers from that cohortBeginning annualized revenue ($)Annualized revenue lost to churn ($)Annualized revenue lost to downgrades ($)Expansion from beginning-cohort customers ($)Expected cost of remaining services ($)Fulfillment cost is not necessarily the accounting deferred-revenue balance.Remaining promised service visits (optional)A count of visits still owed at the ending measurement date; keep the underlying agreement schedule.Accounting deferred-revenue balance ($, optional)Enter a reconciled accounting balance. This is separate from the direct cost of fulfilling the remaining work.

Import a beginning cohort from a local CSV

Use one row per customer active at the beginning of the same period. Exclude new customers. Required headers, in this order:

customer_id,beginning_revenue,ending_revenue,retained

Revenue is annualized at each measurement date. Set retained to 1 or 0; a lost customer must have zero ending revenue. Customer IDs are used locally to catch duplicates, then only totals populate the form. The file is not uploaded.

Choose a local CSV

Download a hypothetical three-customer example

Evidence score: inputs and weights

This is a disclosed judgment framework. It does not predict a price, premium or future retention. All nine evidence scores are required; weights can be changed and are normalized by their total.

Active base reconciles to billingRelative weight

Inactive/delinquent records identifiedRelative weight

Comparable retention cohortsRelative weight

Churn and failed-payment reasonsRelative weight

Service cost and margin evidenceRelative weight

Remaining service obligationsRelative weight

Concentration measuredRelative weight

Contract transfer reviewRelative weight

Payment and CRM transfer planRelative weight

Keep retention definitions separate

Logo retention = retained beginning-cohort customers / beginning customers
Gross revenue retention = (beginning revenue − churn − downgrade) / beginning revenue
Net revenue retention = (beginning revenue − churn − downgrade + expansion) / beginning revenue
Evidence score = sum(score / 3 × weight) / sum(weights)

Beginning and ending revenue are annualized snapshots for one cohort. New customers do not enter the numerator. In the local CSV calculation, each retained customer's revenue change is separated into downgrade or expansion before totals are combined. This prevents one customer's growth from concealing another customer's loss in gross retention.

Worked example

100 beginning customers and 82 retained customers produce 82% logo retention. Beginning annualized revenue of $120,000, churn of $12,000, downgrade of $6,000 and expansion of $9,000 produce 85% gross retention and 92.5% net retention. Zero beginning customers or revenue makes the corresponding ratio unavailable.

Evidence and obligations

The nine-item score uses an explicit 0–3 evidence scale and relative weights. It is an editorial diligence framework, not an empirically validated valuation model. A strong score does not establish assignability or future performance. The expected cost of undelivered services is shown separately; revenue retention cannot settle contract, accounting or payment-transfer questions.

Use comparable cohort ages and consistent renewal definitions. Identify pauses, delinquency, refunds and cancellations before interpreting the result. A prepaid annual agreement can have collected cash and remaining work at the same time. Verify those records and terms before relying on a claimed recurring base.

Continue with the evidence

Read the companion guide

Download the editable workbook

Primary references

This numerical framework is explained in the companion guide. Contract, accounting and transfer conclusions require the actual evidence and appropriate review.

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