Retention measures a company’s customer bases’ expansion, contraction, and churn relative to a fixed earlier period.
Net Dollar tracks the revenue generated by a cohort (a set of customers grouped by sign-up period) over time, compared to the sign-up date of the cohort.
Gross Dollar Retention tracks the revenue (exclusive of expansion) generated by a cohort (a set of customers grouped by sign-up period) over time, compared to the sign-up date of the cohort.
Logo Retention tracks the percentage of customers in a cohort (a set of customers grouped by sign-up period) that stay active, paying customers over time.
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