Business
Retention
Retention is the % of customers (or revenue) you keep over a defined period. Inverse of churn. Two flavours: logo retention (customer count) and gross dollar retention (revenue, excluding expansion).
More detail
Healthy SaaS: 90%+ gross dollar retention. Add expansion (upsells, seat adds) and you get net dollar retention — 110%+ is great, 120%+ is best-in-class. Retention is the single biggest lever in SaaS economics; a 5% churn rate vs 3% changes valuation by 60%+.