> ## Documentation Index
> Fetch the complete documentation index at: https://docs.sourcemedium.com/docs/llms.txt
> Use this file to discover all available pages before exploring further.

# Revenue retention analysis

> How to measure revenue retention over time using SourceMedium tables and consistent revenue definitions

Use this guide to measure **how much revenue you retain** from existing customers over time.

## Recommended tables

* Orders: [`obt_orders`](/data-activation/data-tables/sm_transformed_v2/obt_orders)
* Customers: [`obt_customers`](/data-activation/data-tables/sm_transformed_v2/obt_customers)

## Define revenue retention (pick one)

* **Gross revenue retention (GRR):** how much existing-customer revenue remains, excluding expansion
* **Net revenue retention (NRR):** GRR + expansion from existing customers

The exact definition depends on your business (subscription vs non-subscription). Write the definition down before you compute it.

## Suggested workflow

1. Filter to valid orders: `is_order_sm_valid = TRUE`.
2. Choose a baseline window (e.g., customers who purchased in a given month).
3. Track subsequent revenue from that same customer set across future periods.
4. Segment by acquisition channel, first product, or subscription status to identify drivers.

## Common pitfalls

* Mixing subscription and one-time revenue in a single metric without clear separation.
* Comparing cohorts at different maturity.