Gross revenue retention

The same cohort measure with upgrades excluded, so it counts only what was lost. It cannot exceed 100%.

A company at 122% net retention and 92% gross retention is losing 8% of its base each year and more than replacing it by selling more to those who stay.

The pair together separates two different businesses. High gross retention means the product is sticky. High net with low gross means a few customers are expanding fast enough to hide the churn underneath, which is a fragile position.

Ask for both. Most companies publish only the flattering one.