Retention measures a company’s customer bases’ expansion, contraction, and churn relative to a fixed earlier period (12 months by default, but adjustable with the Trailing Period setting). This non-cohorted view of retention gives insights into customer behavior over a set period of time. The Retention graph measures retention in three ways:
1) Net Dollar Retention tracks how the revenue generated by your customers changes over 12 months.
2) Gross Dollar Retention tracks how the revenue, exclusive of expansion, generated by your customers changes over 12 months.
3) Logo Retention tracks the percentage of customers that remain active over a 12 month period.
Quarterly and Annual metrics calculations work the same as monthly, and use the last month of Quarter/Year as the reference point. If the most recent Quarter isn’t complete, the reference point for the calculator will be 12 months prior to the last complete month of the Quarter/Year.