SaaS Retention Glossary

Plain-English definitions of the terms that actually matter when you're trying to keep customers. Formulas, 2026 benchmarks, and links to deeper guides where it helps.

What is Customer Churn?

Definitions, formulas (logo churn, revenue churn, gross/net), and how to calculate each correctly.

Churn vs. Retention

Why they are not opposites, and how to use both metrics together without double-counting.

Behavioral Churn Prediction

What it is, how it differs from rule-based health scoring, and the signals that matter most.

Gross Revenue Retention (GRR)

Definition, formula, 2026 benchmarks by ARR stage, and how it differs from NRR.

Net Revenue Retention (NRR)

Definition, formula, why >100% matters, and median benchmarks across B2B SaaS.

Customer Lifetime Value (CLV / LTV)

The CLV/LTV formula (ARPU × gross margin ÷ churn), a worked SaaS example, and 2026 benchmarks.

Gross vs. net MRR churn formulas, the difference from logo churn, and 2026 B2B benchmarks.

Cohort Analysis

How to group customers by sign-up month, track retention curves, and spot onboarding shifts.

Expansion Revenue

Upsells, cross-sells, seat adds — the formula and 2026 top-quartile expansion benchmarks.

Customer Success QBR

Definition, the standard 5-section agenda, and what separates a strategic QBR from a status meeting.

What each measures, the formulas, and when to use NPS for relationship vs. CSAT for interactions.

Product-Qualified Account (PQA)

The account-level PQL — behavioral signals and how PLG B2B SaaS uses PQAs for sales-assist.