Expansion Metrics Template for Product Growth
Track expansion revenue metrics including net revenue retention, upsell and cross-sell rates, and seat expansion.
Frequently Asked Questions
What NRR should I target?+
For B2B SaaS, 110% is good, 120% is excellent, and 130%+ is elite (typically enterprise-focused products). Consumer and SMB products typically have lower NRR (90-110%) because smaller customers expand less. The net revenue retention glossary entry covers benchmarks by segment.
Should I track expansion MRR or expansion rate?+
Both, but they answer different questions. Expansion MRR tells you the absolute dollar impact. Expansion rate (expansion MRR / starting MRR) tells you the velocity relative to your base. A growing company can have increasing expansion MRR but decreasing expansion rate if the base grows faster than expansion. Track both.
How do I separate self-serve expansion from sales-assisted expansion?+
Tag each expansion event with its source: self-serve (customer completed the flow without sales involvement) or sales-assisted (CSM or sales rep involved). This distinction matters because self-serve expansion scales without headcount while sales-assisted expansion requires proportional CSM investment. The PLG Handbook covers self-serve expansion strategy.
What is the relationship between expansion and retention?+
They are deeply connected. Customers who expand are 2-3x less likely to churn than customers who do not. Expansion is both a revenue growth driver and a leading indicator of retention. If expansion rates decline, expect churn to increase 2-3 quarters later. ---
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