A Google Cloud Marketplace renewal is the next term of a customer’s private offer, made by auto-renewal, by amending the running offer, or by a new offer once it ends. Google’s Vendor Net Revenue Schedule leaves the vendor 98.5% of a native renewal at any contract value: an auto-renewal qualifies by definition, and an amended or new offer when it meets the schedule’s criteria and is marked as one. Any other renewal is priced as a new private offer, at 97% under US$1M.
A customer’s Google Cloud Marketplace private offer ends next quarter, they want another term, and the deal desk has to choose: let it auto-renew, amend it now, or send a new offer after it ends. On Google Cloud that choice also sets the revenue share: Google’s Vendor Net Revenue Schedule, in effect since April 21, 2025, sets the vendor’s percentage by deal type and total contract value (TCV), and a native renewal gets the top percentage at any size.
The name doesn’t tell you which renewals count. An amendment qualifies only if it grows at least 60% on two measures at once, a new offer only inside a 90-day window, and neither earns the rate until someone sets the offer’s deal type field. This post covers Google’s end-of-term rules; the AWS Marketplace renewals playbook covers the renewal calendar and how Microsoft and Google Cloud differ. It isn’t tax or accounting advice.
What is a native renewal on Google Cloud Marketplace?
A native renewal is Google’s revenue-share category for a private offer that continues a Marketplace transaction with the same customer, for the same product. The schedule defines it as “(i) renewal of an existing Private Offer that was configured through the Marketplace to auto-renew; or (ii) new Marketplace Private Offer between Vendor and a Customer that is replacing a previous Marketplace transaction between the Vendor and the Customer for the same Product where all of the following criteria are met”:
| Google’s criterion | When it applies | |
|---|---|---|
| a | ”The workloads for both the original transaction and the new Private Offer are hosted on GCP” | Every renewal made by a new or amended offer |
| b | ”The original transaction had a duration of at least 9 months” | Every renewal made by a new or amended offer |
| c | ”If the original transaction expired (i.e. the term of the original Private Offer has ended), then the new Private Offer will be considered a Native Renewal only if the start date of the new Private Offer is within 90 days of the original transaction’s expiration” | Only if the original has expired: a new offer after the term ends |
| d | ”If the original transaction is being amended, then the amended Private Offer will be considered a Native Renewal only if the amended Private Offer increases in both duration (calculated in days) and TCV by at least 60% as compared to the original Private Offer” | Only if the original is being amended |
Two conditions follow. Criterion d ends with a limit: only “future payments from Customer of the incremental increase in value of the Native Renewal” earn the higher percentage. And a transaction counts only if “it is indicated as a Native Renewal, Channel Shift, or Migration by Vendor in the Marketplace” and meets the definition, with the vendor helping Google validate it, “including through the provision of written documentation.” For an amended or newly created offer, Google’s worked examples make that indication the deal type field, so qualifying isn’t enough: the offer has to say so. An automatic renewal qualifies through the auto-renew configuration the offer already carries, under definition (i).
A replacement offer is the mechanism, not the classification. To change a published private offer, Google says you “create a new offer using the same customer Cloud Billing account,” and it takes over once the customer purchases it and you approve it. A replacement of a running offer is a native renewal only if it passes criteria a, b and d; otherwise it’s a new deal, whatever the team calls it.
What is native renewal worth?
Up to 1.5 percentage points of the renewal’s value, and nothing at the top of the range. The schedule sets the vendor’s percentage by deal type and TCV:
| Deal type, as Google names it | TCV | Vendor net revenue | Google’s share |
|---|---|---|---|
| Private Offer - New Deal | Under US$1M | 97% | 3% |
| Private Offer - New Deal | US$1M to under US$10M | 98% | 2% |
| Private Offer - New Deal | US$10M or more | 98.5% | 1.5% |
| Channel Shifts, Migrations, Native Renewals | Any | 98.5% | 1.5% |
| Standard Offer (non-private-offer transactions) | Any | 97% | 3% |
Against a new deal of the same size, a qualifying native renewal is worth 1.5 points under US$1M, half a point from US$1M to under US$10M, and nothing from US$10M up. Three conditions sit outside the table:
- Eligibility. Google’s overview applies the schedule only if you have agreed to the current Marketplace Vendor Agreement, the products meet Marketplace listing and operational requirements, and “the transaction doesn’t include any professional services products.”
- What TCV counts. TCV is calculated as described in the offer when it’s published. Google counts a usage-only offer’s TCV as zero, and on committed use discounts “usage that occurs as overage doesn’t count towards TCV, but the value of the commitments does count towards TCV.” Overage growth never helps an amendment clear the 60% test.
- Offers from before April 21, 2025. Remaining installments of terms that started earlier keep the old terms, but their renewals don’t: auto-renewals from that date fall under the schedule, and Google’s example renews an older offer as a native renewal at 98.5%.
Which renewal path fits an expiring private offer?
Ask three questions in order and stop at the first yes; the path you land on decides whether the renewal can count as native.
| # | Question | First yes | Counts as |
|---|---|---|---|
| 1 | Is auto-renew on, with renewals left, on terms both sides still want? | Let it auto-renew | Native renewal, under the schedule’s definition (i) |
| 2 | Has the term already ended? | A new offer, starting within 90 days of the expiration | Native renewal if criteria a, b and c hold; otherwise new |
| 3 | Will the amended offer beat the original by at least 60% in duration, counted in days, and in TCV? | Amend it now with a replacement offer | Native renewal if criteria a, b and d hold, on the increase |
| — | None of the above | Amend it and mark it new, or let it end and re-offer within 90 days | New, or native renewal on the re-offer |
The last row is a trade-off. A replacement marked new keeps the customer covered, at the new-deal rate. Letting the term end and re-offering can qualify a renewal that doesn’t grow, since criterion c sets no size test, but the customer spends the gap on whatever the end of an offer means for your product, which Google doesn’t specify.
Auto-renew: decided when the offer was created
Auto-renew is the only path with no new paperwork, and the only one you can’t add at the end:
- You set it at creation. “When you create an offer, you decide whether or not to turn on auto-renew for the offer, and specify a maximum number of renewals to allow,” with the Auto-renew toggle in Producer Portal’s pricing step. The maximum “depends on the number of installments remaining for that offer.”
- Not on custom schedules. Offers bill monthly, quarterly, annually or on a custom schedule, and “Cloud Marketplace doesn’t support auto-renew for offers with custom billing frequencies.”
- The customer holds the switch. Customers “can choose to turn auto-renew off or on at any time,” but “If you don’t turn on auto-renew, your customer can’t turn on auto-renew after accepting the offer.”
- Usage prices move with the plan. “If you change your plan’s usage pricing, the new price takes effect for future offers, including offers that are auto-renewed.”
With renewals remaining, the subscription “renews for another term,” and once the offer is published, its Auto-renew section in Producer Portal “shows the revenue share that applies to the renewal term.” Because the customer can switch auto-renew off at any time, treat it as expected rather than signed, and confirm it before the quarter closes.
Amend before the term ends: the 60% test
A replacement made while the term is running is an amendment, and it’s a native renewal only if the amended offer “increases in both duration (calculated in days) and TCV by at least 60%” over the original. Both, not either: a bigger commitment over the same dates fails on duration, and a longer term at a steep discount can fail on TCV.
A like-for-like renewal can pass, as Google’s example below shows. Moving the end date and adding installments are among the few things a replacement can change. Don’t leave it late: “If the offer expires in 24 or less hours, you can’t modify or replace the offer,” and nothing changes until the customer purchases the replacement and you approve it.
A new offer after the term ends: the 90-day window
Once the term has ended, a new private offer for the same product is a native renewal if it meets criteria a, b and c: the original ran at least nine months, both workloads are hosted on Google Cloud, and the new offer’s start date “is within 90 days of the original transaction’s expiration.” It doesn’t have to grow, because criterion d applies only to amendments.
The schedule tests whether that start date falls within 90 days. Google’s worked guidance also says “If the new offer is created more than 90 days after the previous offer ended, it isn’t eligible for renewal revenue share and the ISV must set the value of the deal type field to new,” so follow the earlier, operational deadline: create the offer inside the window. Count from the right status: in Producer Portal, “Order expired” means “The end date for the contract has passed,” while “Offer expired” means “The customer did not accept this offer.” And a re-offer is an ordinary new offer, subject to the same buyer-side conditions that block acceptance of a Google Cloud private offer as the first.
Do nothing: what happens when the offer ends
The offer ends and your product receives ENTITLEMENT_OFFER_ENDED, which Google describes this way: “The offer either triggers an ENTITLEMENT_CANCELLED event or remains active with non-discounted pricing.” Google doesn’t say which products end which way, so watch for an ENTITLEMENT_CANCELLED event before telling a customer they’ll keep access. In Google’s worked example the customer kept using the product on usage-only pricing, at 97% to the vendor, and the 90-day window for a native-renewal re-offer opened at the same moment.
How do you make sure Google applies the renewal rate?
For an amended or newly created offer, qualify it, set its deal type to native renewal, and read the percentage Google computes. An automatic renewal qualifies through the offer’s existing auto-renew configuration instead: Google’s example reaches for the field only “because auto-renew wasn’t turned on,” with two options. One amends the offer and changes “the value of the deal type field from new to native renewal,” the other sends a new offer with the field set.
- Check the criteria that apply. For a replacement or a new offer, check a and b, then c if the original has expired or d if it’s being amended; auto-renewals follow definition (i) instead. For an amendment that falls short, Google says “don’t set the value of the deal type field for the amended offer to native renewal. Google reserves the right to make adjustments as needed in cases like this.”
- Pick the deal type from the deal’s history. Native renewal for a qualifying replacement or re-offer of a Marketplace deal; channel shift or migration for a Marketplace offer that replaces a deal signed off Marketplace; new for everything else. Through a reseller, a multiple-use reseller private offer plan defaults the field to new, and Google says to use a single use plan to set native renewal.
- Allow a day for review above US$10M. When the schedule applies, Google must review and approve an offer before it’s published if its TCV “is greater than US$10,000,000” and its deal type is native renewal, channel shift or migration. That “might take up to 24 hours,” with the offer at Pending Google Approval.
- Keep the evidence, then read Google’s number. File the original offer’s dates and TCV with the renewal, for the “written documentation” the schedule says you may have to provide. Deal Vendor Net Revenue Percentage has no value until “after you publish the offer,” and on acceptance-dated offers with proration it may be marked as an estimate until the customer accepts.
- Approve before the start date. If you approve entitlements yourself rather than through automatic offer approval, an offer not approved “before the scheduled start date” is “automatically rejected, for both new offers and amendments to existing offers.”
What does Google’s worked example show?
That the same three installment amounts are worth 98% as a new deal and 98.5% as a native renewal. In Google’s example, an offer published on or after April 21, 2025, with no auto-renew, runs three years from July 1, 2025, with installments of $1,000,000, $1,500,000 and $1,750,000: a $4,250,000 TCV, at 98%. On February 1, 2028 the customer asks to renew on the same terms. The vendor either amends the offer to add the same three installments or sends a new offer on the same terms, sets the deal type to native renewal, and earns 98.5% on the three new installments. Google doesn’t date the new offer; if the original term has ended by the time it starts, criterion c applies.
The arithmetic is ours: 98% of $4,250,000 is $4,165,000 and 98.5% is $4,186,250, so on a renewal that already qualified, the field is worth $21,250, and three times as much per dollar under US$1M.
How does Suger handle a Google Cloud renewal?
Suger’s GCP private offer form carries Google’s Deal Type field and auto-renew, and its checks cover part of the schedule, not all of it. From Suger’s documentation:
- Deal Type. Every GCP private offer carries a Deal Type selection; choose Native Renewal on a replacement or new offer that qualifies.
- Auto-renew follows the billing choice. It’s offered with Monthly, Quarterly or Yearly payment recurrence, not with Custom, the installment schedule Suger’s form describes as Google’s Prepay model. A Postpay replacement offer can also turn it on.
- Two of the four criteria are checked. On a replacement, Suger checks that the replaced entitlement ran at least 9 months and, if it has expired, that the replacement comes within 90 days of the expiration. If either fails, Suger records a New deal type with a warning instead of failing the create (the documentation notes one exemption, for integrations that create entitlements from offers). It describes no check for criterion a or the 60% test, so confirm those yourself before choosing Native Renewal.
- One active offer per product and billing account. Google doesn’t allow two; on a second, Suger names the conflicting offer, with a button that opens it so you can start a replacement. A new offer for a buyer with an active entitlement brings up an Active Entitlement Detected dialog: proceed, or go back and build a replacement.
- Google names the offer being replaced. Before creating a replacement, Suger asks Google which offer it must replace, and refuses it up front, with nothing created, if the answer disagrees with your selection.
- Dates on Google’s calendar. Offer dates show in Pacific time, matching Producer Portal; count the 90 days on those.
Suger’s documentation on Google Cloud replacement offers covers the form and the refusals Google can return.
Frequently asked questions
What is a native renewal on Google Cloud Marketplace?
A private offer that continues a Marketplace transaction with the same customer for the same product: an auto-renewal, or a new or amended offer that meets Google’s criteria. Google’s Vendor Net Revenue Schedule leaves the vendor 98.5% of a native renewal at any contract value.
Does an auto-renewed private offer count as a native renewal?
Yes. The schedule’s definition includes the renewal of a private offer configured through the Marketplace to auto-renew. You must turn auto-renew on when you create the offer, Google doesn’t support it on custom billing frequencies, and the customer can switch it off at any time.
When does an amended private offer count as a native renewal?
When the amended offer grows by at least 60% in both duration, counted in days, and TCV, and the original ran at least nine months with both workloads on Google Cloud. Only future payments of the increase earn the renewal percentage, and it must be marked native renewal.
How long after a private offer ends can a new offer still be a native renewal?
Its start date must fall within 90 days of the original offer’s expiration; the original must have run at least nine months, with both workloads on Google Cloud. Google’s worked guidance adds that an offer created more than 90 days after the end isn’t eligible.
What happens when a Google Cloud private offer ends without a renewal?
Google sends ENTITLEMENT_OFFER_ENDED, and the offer either triggers a cancellation or remains active with non-discounted pricing. Google doesn’t say which products end which way. In its worked example, the customer’s usage after the offer ended earned the vendor 97%.
Does Google review a native renewal before the customer can accept it?
Google reviews it when TCV exceeds US$10,000,000 and the deal type is native renewal, channel shift or migration, where the Vendor Net Revenue Schedule applies. The offer shows Pending Google Approval until the review is done, which Google says might take up to 24 hours.
Takeaways
- A native renewal leaves the vendor 98.5% at any TCV; as a new deal, the same renewal earns 97% under US$1M and 98% from US$1M to under US$10M.
- An auto-renewal qualifies under definition (i), if you turned auto-renew on at creation, the billing isn’t custom and the customer leaves it on.
- A replacement or re-offer needs a nine-month original and workloads on Google Cloud, then the 60% test when amending or a start date within 90 days of expiry after the term ends. Mark it native renewal only when it qualifies.
A renewal is decided on the offer: its deal type, its auto-renew setting and the offer it replaces. See how Suger runs Google Cloud Marketplace private offers from your CRM, alongside co-sell, metering and funding on the same accounts.
Sources
Primary sources for the platform rules cited above. Last verified September 29, 2026. Cloud providers change fees, eligibility, and program terms without notice — check the source before relying on a figure.
- Google Cloud: Vendor Net Revenue Schedule — Effective April 21, 2025 (last modified March 10, 2025): 97%, 98% and 98.5% for new private offers by TCV band, 98.5% at any TCV for channel shifts, migrations and native renewals, 97% for standard offers; a transaction counts only if the vendor indicates it in the Marketplace and it meets the definition, with written documentation on request; the Native Renewal definition and criteria a to d, quoted verbatim; only future payments of the incremental increase earn the higher percentage; the channel shift and migration definitions
- Google Cloud Marketplace: Sample revenue share calculations — The worked example: the three-year offer at 98%, and its renewal by amendment or by new offer at 98.5% with the deal type field set to native renewal, the two options Google gives because auto-renew wasn't turned on; 97% on usage after the offer ended; an offer created more than 90 days after the previous one ended isn't eligible and must be marked new; don't mark a non-qualifying amendment native renewal, and Google reserves the right to adjust; the pre-April 2025 offer renewed at 98.5%; usage-only TCV of zero and CUD overage excluded from TCV; multiple-use reseller private offer plans default the deal type to new
- Google Cloud Marketplace: Overview of the Vendor Net Revenue Schedule — Applies to new transactions and automatic renewals, not to remaining installments of terms that started before April 21, 2025; requires the current Marketplace Vendor Agreement, listing and operational requirements, and no professional services products in the transaction; TCV as described in the offer when it is published
- Google Cloud Marketplace: Automatic renewal for private offers — Auto-renew and a maximum number of renewals set when the offer is created, bounded by the installments remaining; not supported for custom billing frequencies; the customer can turn it off or on at any time but can't turn it on if the partner didn't; a subscription with renewals remaining renews for another term
- Google Cloud Marketplace: Set up pricing for your offer — The Auto-renew toggle and the number of renewals in the offer's pricing step in Producer Portal
- Google Cloud Marketplace: Billing frequency for private offers — The four billing frequencies: monthly, quarterly, annually and custom
- Google Cloud Marketplace: Pricing models for private offers — A change to a plan's usage pricing takes effect for future offers, including offers that are auto-renewed
- Google Cloud Marketplace: Modify a published offer — A replacement is a new offer on the customer's same Cloud Billing account that can change the end date, the number of remaining installments and installments not yet started; no modification or replacement when the offer expires in 24 hours or less; the replacement starts when it is purchased and approved
- Google Cloud Marketplace: Review and publish your offer — Google review before publishing when TCV is greater than US$10,000,000 and the deal type is native renewal, channel shift or migration, taking up to 24 hours; Deal Vendor Net Revenue Percentage calculated only after publishing, and marked as an estimate for acceptance-dated offers with proration; the Auto-renew section's revenue share for the renewal term
- Google Cloud Marketplace: Manage entitlements for private offers — ENTITLEMENT_OFFER_ENDED: the offer either triggers ENTITLEMENT_CANCELLED or remains active with non-discounted pricing; an offer not approved before its scheduled start date is automatically rejected, for new offers and amendments alike
- Google Cloud Marketplace: View the status of a private offer — Order expired (the contract's end date has passed) against Offer expired (the customer did not accept the offer)
- Suger docs: Create Private Offer on Google Cloud Marketplace — Suger behaviour: auto-renew with Monthly, Quarterly or Yearly payment recurrence and not with Custom; the Deal Type selection; the conflict message for a second active offer on the same product and billing account; offer dates shown in Pacific time, matching Producer Portal
- Suger docs: Replacement Offer on Google Cloud Marketplace — Suger behaviour: the Active Entitlement Detected dialog; the Native Renewal eligibility check on a 9-month minimum and the 90 days after expiration, with a New deal type and a warning when either fails; the lookup that asks Google which offer a replacement must replace; Enable Auto Renew on a Postpay replacement
Keep reading
Stay Updated
Get the latest Cloud GTM insights, product updates, and marketplace strategies delivered to your inbox.