Asana, Inc.
asana.com ↗In their words
“Our overall dollar-based net retention rate was over 100%.”
“As a result, our NPS scores are the highest we’ve seen to date. Our adoption metrics are strong and our retention rates are at record levels.”
“Churn rates, customer sat and NPS scores are at or better than pre-pandemic level. So it really is all [ tides are rising ].”
NPS disclosures (6)
Organizations and their leaders, from end users to IT professionals and chief information officers, choose Asana for its category-leading net promoter score and cross-functional capabilities.
Organizations and their leaders—from end users to 9 Table of Contents IT professionals and chief information officers—choose Asana for its category-leading net promoter score and cross-functional capabilities.
End users, IT professionals, and CIOs choose Asana for its category-leading net promoter score, cross-functional capabilities, and ability to scale company wide.
Asana claims a net promoter score of 82 out of 100, higher than most traditional competitors.
As a result, our NPS scores are the highest we’ve seen to date. Our adoption metrics are strong and our retention rates are at record levels.
Churn rates, customer sat and NPS scores are at or better than pre-pandemic level. So it really is all [ tides are rising ].
Retention disclosures (88)
Asana shows early AI momentum with emphasis on retention and greater revenue stability.
Asana reported overall net retention rate of 97%, improving for five consecutive quarters, with enterprise customers (100K+ ARR) reaching 98% net retention.
Asana management acknowledged below-target net retention performance amid weaker product-led growth headwinds during earnings.
Asana's net revenue retention rate of 97% indicates a 3% net churn rate, with analysts expressing concern about churn trends.
Net revenue retention (customers $100,000+ annualized): 98% (Q2 FY2027) — “Dollar-based net retention rate for customers spending $100,000 or more on an annualized basis was 98%.”
Net revenue retention: 97% (As of July 31, 2026) — “Our dollar-based net retention rate was 97% and 96%, respectively as of July 31, 2026 and 2025”
Asana disclosed net retention of around 96%, which the analyst notes could limit future growth impact.
Asana reported continued improvement in dollar-based net retention rate in Q3 2026, with Core customer revenue up 10% YoY.
Asana's enterprise focus is driving higher retention and expansion, with 73% of revenue from existing customers.
Asana's net revenue retention improved for the fourth straight quarter, with in-quarter NRR at 97% and trailing 12-month figure of 96%.
Asana reported a net revenue retention rate of 97% in Q1 FY 2027, indicating sustained customer investment.
Net revenue retention (Core customers): 97% (As of April 30, 2026) — “Our dollar-based net retention rate for our Core customers was 97% and 96%, respectively”
Asana reported softer billings growth and a net revenue retention rate below 100%, indicating weaker retention performance.
Net revenue retention (Enterprise customers ($100,000+ ARR)): 96% (FY2026 (ended Jan 31, 2026)) — “For our largest customers, spending $100,000 or more annually, our dollar-based net retention rate was 96%, comprising 817 customers”
Net revenue retention (Core customers ($5,000+ ARR)): 97% (FY2026 (ended Jan 31, 2026)) — “our dollar-based net retention rate for Core customers (those spending $5,000 or more annually) was 97%, representing 25,928 customers”
Net revenue retention (customers $100,000+ annualized): 96% (Q4 FY2026) — “Dollar-based net retention rate for customers spending $100,000 or more on an annualized basis in Q4 was 96%.”
Net revenue retention (Core customers ($5,000+ annualized)): 97% (Q4 FY2026) — “Dollar-based net retention rate for Core customers in Q4 was 97%.”
Net revenue retention ($100k+ ARR): 95% (Q1 FY2026) — “Dollar-based net retention rate for customers spending $100,000 or more on an annualized basis in Q1 was 95%.”
Net revenue retention (Core customers): 96% (Q1 FY2026) — “Dollar-based net retention rate for Core customers in Q1 was 96%.”
Net revenue retention (Largest customers ($100k+ annually)): 96% (Q4 FY2025 (January 31, 2025)) — “For our largest customers, spending $100,000 or more annually, our dollar-based net retention rate was 96%, comprising 726 customers.”
Net revenue retention (Core customers ($5k+ annually)): 97% (Q4 FY2025 (January 31, 2025)) — “Our dollar-based net retention rate for Core customers (those spending $5,000 or more annually) was 97%, representing 24,062 customers.”
Net revenue retention ($100k+ ARR): 96% (Q4 FY2025) — “Dollar-based net retention rate for customers spending $100,000 or more on an annualized basis in Q4 was 96%.”
Net revenue retention (Core customers): 97% (Q4 FY2025) — “Dollar-based net retention rate for Core customers in Q4 was 97%.”
Net revenue retention ($100,000+ customers): 99% (Q3 FY2025) — “Dollar-based net retention rate for customers spending $100,000 or more on an annualized basis in Q3 was 99%.”
Net revenue retention (Core customers ($5,000+)): 98% (Q3 FY2025) — “Dollar-based net retention rate for Core customers in Q3 was 98%.”
Net revenue retention: 96% (Q1 2025 (ended Oct 31, 2024)) — “As of October 31, 2024 and 2023, our dollar-based net retention rate was 96% and over 100%, respectively”
Net revenue retention ($100,000+ customers): 103% (Q2 FY2025) — “Dollar-based net retention rate for customers spending $100,000 or more on an annualized basis in Q2 was 103%.”
Net revenue retention (Core customers ($5,000+)): 99% (Q2 FY2025) — “Dollar-based net retention rate for Core customers in Q2 was 99%.”
Net revenue retention: 98% (Q2 2024 (ended July 31, 2024)) — “As of July 31, 2024 and 2023, our dollar-based net retention rate was 98% and over 105%, respectively”
Net revenue retention ($100,000+ customers): 108% (Q1 FY2025) — “Dollar-based net retention rate for customers spending $100,000 or more on an annualized basis in Q1 was 108%.”
Net revenue retention (Core customers ($5,000+)): 102% (Q1 FY2025) — “Dollar-based net retention rate for Core customers in Q1 was 102%.”
Net revenue retention: 100% (Q3 2024 (ended April 30, 2024)) — “As of April 30, 2024 and 2023, our dollar-based net retention rate was 100% and over 110%, respectively”
Net revenue retention (customers $100k+ ARR): 115% (FY2024 (as of Jan 31, 2024)) — “Our dollar-based net retention rate within organizations spending $100,000 or more with us on an annualized basis was 115%”
Net revenue retention (Core customers ($5k+ ARR)): 105% (FY2024 (as of Jan 31, 2024)) — “As of January 31, 2024, our dollar-based net retention rate within organizations spending $5,000 or more with us on an annualized basis was 105%”
Net revenue retention (overall): 100% (Q4 2024) — “Our overall dollar-based net retention rate was over 100%.”
Net revenue retention (customers spending over $100,000): 120% (Q3 2024) — “As of October 31, 2023 and 2022, our dollar-based net retention rate for customers spending over $100,000 on an annualized basis was over 120% and over 140%, respectively.”
Net revenue retention (Core customers spending over $5,000): 105% (Q3 2024) — “As of October 31, 2023 and 2022, our dollar-based net retention rate for our Core customers, customers spending over $5,000 on an annualized basis, was over 105% and over 128%, respectively.”
Net revenue retention: 100% (Q3 2024) — “As of October 31, 2023 and 2022, our dollar-based net retention rate was over 100% and over 120%, respectively.”
Gross revenue retention (Enterprise): 96% (Q2 FY24) — “Gross Dollar Retention... 96% Q2FY24... Gross retention for Enterprise segment remains strong”
Retention rate (Enterprise): 98% (Q2 FY24) — “98% Logo Retention... Q2FY24”
Net revenue retention (customers spending over $100,000): 125% (Q1 2024) — “As of July 31, 2023 and 2022, our dollar-based net retention rate for customers spending over $100,000 on an annualized basis was over 125% and over 145%, respectively.”
Net revenue retention (customers spending over $5,000): 110% (Q1 2024) — “As of July 31, 2023 and 2022, our dollar-based net retention rate for customers spending over $5,000 on an annualized basis was over 110% and over 130%, respectively.”
Net revenue retention: 105% (Q1 2024) — “As of July 31, 2023 and 2022, our dollar-based net retention rate was over 105% and over 120%, respectively.”
Net revenue retention (customers spending over $100,000): 130% (Q2 2023) — “As of April 30, 2023 and 2022, our dollar-based net retention rate for customers spending over $100,000 on an annualized basis was over 130% and over 145%, respectively.”
Net revenue retention (customers spending over $5,000): 115% (Q2 2023) — “As of April 30, 2023 and 2022, our dollar-based net retention rate for customers spending over $5,000 on an annualized basis was over 115% and over 130%, respectively.”
Net revenue retention: 110% (Q2 2023) — “As of April 30, 2023 and 2022, our dollar-based net retention rate was over 110% and over 120%, respectively.”
Net revenue retention: 115% (January 31, 2023) — “our dollar-based net retention rate was over 115% and over 120%, respectively”
Net revenue retention (organizations spending $100,000+ annualized): 135% (January 31, 2023) — “dollar-based net retention rate within organizations spending $100,000 or more with us on an annualized basis was over 135%”
Net revenue retention (organizations spending $5,000+ annualized): 120% (January 31, 2023) — “dollar-based net retention rate within organizations spending $5,000 or more with us on an annualized basis was over 120%”
Net revenue retention ($100,000+ annualized spend): 135% (Q4 2022) — “Dollar-based net retention rate for customers with $100,000 or more in annualized spend in Q4 was over 135%.”
Net revenue retention ($5,000+ annualized spend): 120% (Q4 2022) — “Dollar-based net retention rate for customers with $5,000 or more in annualized spend in Q4 was over 120%.”
Net revenue retention (overall): 115% (Q4 2022) — “Overall dollar-based net retention rate in Q4 was over 115%.”
Net revenue retention (customers spending over $100,000 annualized): 140% (Q1 FY2024 (October 31, 2022)) — “dollar-based net retention rate for customers spending over $100,000 with us on an annualized basis was over 140% for both periods”
Net revenue retention (customers spending over $5,000 annualized): 128% (Q1 FY2024 (October 31, 2022)) — “our dollar-based net retention rate for customers spending over $5,000 was over 128% and 130%, respectively”
Net revenue retention (customers spending over $50,000 annualized): 145% (Q2 FY2023 (July 31, 2022)) — “dollar-based net retention rate for customers spending over $50,000 with us on an annualized basis for the same periods was over 145%”
Net revenue retention (customers spending over $5,000 annualized): 130% (Q2 FY2023 (July 31, 2022)) — “our dollar-based net retention rate for customers spending over $5,000 with us on an annualized basis was over 130%”
Net revenue retention (all customers): 120% (Q2 FY2023 (July 31, 2022)) — “As of July 31, 2022, our dollar-based net retention rate was over 120%”
Net revenue retention (customers spending over $50,000): 145% (Q2 2022) — “dollar-based net retention rate for customers spending over $50,000 with us on an annualized basis for the same periods was over 145%”
Net revenue retention (customers spending over $5,000): 130% (Q2 2022) — “dollar-based net retention rate for customers spending over $5,000 with us on an annualized basis was over 130% and 123%, respectively.”
Net revenue retention (customers spending $50,000+): 145% (FY2022 (Jan 31, 2022)) — “Our dollar-based net retention rate within organizations spending $50,000 or more with us on an annualized basis was over 145%”
Net revenue retention (customers spending $5,000+): 130% (FY2022 (Jan 31, 2022)) — “our dollar-based net retention rate within organizations spending $5,000 or more with us on an annualized basis was over 130%”
Net revenue retention ($50,000+ annualized spend): 145% (Q4 FY2022) — “Dollar-based net retention rate for customers with $50,000 or more in annualized spend in Q4 was over 145%”
Net revenue retention ($5,000+ annualized spend): 130% (Q4 FY2022) — “Dollar-based net retention rate for customers with $5,000 or more in annualized spend in Q4 was over 130%”
Net revenue retention: 120% (Q4 FY2022) — “Overall dollar-based net retention rate in Q4 was over 120%”
Net revenue retention (customers spending over $5,000): 130% (October 31, 2021) — “As of October 31, 2021 and 2020, our dollar-based net retention rate for customers spending over $5,000 with us on an annualized basis was 130% and over 125%, respectively.”
Net revenue retention: 120% (Q3 FY2022) — “Overall dollar-based net retention rate was over 120%.”
Net revenue retention (customers spending over $50,000): 145% (July 31, 2021) — “Our dollar-based net retention rate for customers spending over $50,000 with us on an annualized basis for the same periods was over 145% and over 140%, respectively.”
Net revenue retention (customers spending over $5,000): 125% (July 31, 2021) — “As of July 31, 2021 and 2020, our dollar-based net retention rate for customers spending over $5,000 with us on an annualized basis was over 125%.”
Net revenue retention: 118% (Q2 FY2022) — “Overall dollar-based net retention rate was over 118%.”
Net revenue retention (customers spending over $50,000): 140% (April 30, 2021) — “Our dollar-based net retention rate for customers spending over $50,000 with us on an annualized basis for the same periods was over 140%.”
Net revenue retention (customers spending over $5,000): 123% (April 30, 2021) — “As of April 30, 2021 and 2020, our dollar-based net retention rate for customers spending over $5,000 with us on an annualized basis was 123% and over 125%, respectively.”
Net revenue retention (customers spending $50,000+ annualized): 140% (FY2021 (as of January 31, 2021)) — “dollar-based net retention rate within organizations spending $50,000 or more with us on an annualized basis was over 140%”
Net revenue retention (customers spending $5,000+ annualized): 125% (FY2021 (as of January 31, 2021)) — “dollar-based net retention rate within organizations spending $5,000 or more with us on an annualized basis was 125%”
Net revenue retention (customers with $50,000+ annualized spend): 140% (Q4 FY2021) — “Dollar-based net retention rate for customers with $50,000 or more in annualized spend was over 140%.”
Net revenue retention (customers with $5,000+ annualized spend): 125% (Q4 FY2021) — “Dollar-based net retention rate for customers with $5,000 or more in annualized spend was 125%.”
Net revenue retention: 115% (Q4 FY2021) — “Overall dollar-based net retention rate in Q4 was over 115%.”
Net revenue retention (customers spending over $50,000): 140% (Q2 FY2021 (as of October 31, 2020)) — “Our dollar-based net retention rate for customers spending over $50,000 with us on an annualized basis for the same periods was over 140%.”
Net revenue retention (customers spending over $5,000): 125% (Q2 FY2021 (as of October 31, 2020)) — “As of October 31, 2020 and 2019, our dollar-based net retention rate for customers spending over $5,000 with us on an annualized basis was over 125%.”
Net revenue retention (customers with $50,000+ annualized spend): 140% (Q3 2020) — “Dollar-based net retention rate for customers with $50,000 or more in annualized spend was over 140%.”
Net revenue retention (customers with $5,000+ annualized spend): 125% (Q3 2020) — “Dollar-based net retention rate for customers with $5,000 or more in annualized spend was over 125%.”
Net revenue retention (overall): 115% (Q3 2020) — “Overall dollar-based net retention rate was over 115%.”
Net revenue retention ($50,000+ ARR): 140% (Q2 FY2020 (July 31, 2020)) — “Our dollar-based net retention rate within organizations spending $50,000 or more with us on an annualized basis was over 140%.”
Net revenue retention ($5,000+ ARR): 125% (Q2 FY2020 (July 31, 2020)) — “As of July 31, 2020, our dollar-based net retention rate within organizations spending $5,000 or more with us on an annualized basis was over 125%.”
Net revenue retention: 115% (Q2 FY2020 (July 31, 2020)) — “Our overall dollar-based net retention rate as of July 31, 2020 was over 115%.”
Net revenue retention (organizations spending $50,000+ annualized): 140% (FY2020 (as of Jan 31, 2020)) — “Our dollar-based net retention rate within organizations spending $50,000 or more with us on an annualized basis was over 140%”
Net revenue retention (organizations spending $5,000+ annualized): 125% (FY2020 (as of Jan 31, 2020)) — “our dollar-based net retention rate within organizations spending $5,000 or more with us on an annualized basis was over 125%”
Net revenue retention (overall): 120% (FY2020 (as of Jan 31, 2020)) — “Our overall dollar-based net retention rate as of January 31, 2020 was over 120%”
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About these figures
Every figure here was publicly disclosed by the named company: press releases, annual reports, SEC filings, earnings calls and news coverage. Companies tend to publish their NPS when it is good, so these numbers run higher than a true industry average: read them as what leading companies in this vertical say publicly, not as an industry benchmark.
NPS runs from −100 to +100. Retention figures are reported as the company defines them (net revenue retention, gross revenue retention, customer retention rate, churn). Every entry links to its source in the full database.