Gross Revenue Retention (GRR)
Measure revenue kept from existing customers, before expansion.
GROSS REVENUE RETENTION
87%
Room to improve
GRR = (starting − contraction − churn) ÷ starting × 100. It excludes expansion, so it caps at 100%.
What is Gross Revenue Retention (GRR)?
Gross revenue retention (GRR) measures the share of recurring revenue you keep from existing customers, ignoring any expansion. It can never exceed 100% — it's a pure read on churn and downgrades.
GRR = (starting MRR − contraction − churn) ÷ starting MRR × 100
How to read your result
- GRR excludes expansion, so it's always 100% or lower.
- 90%+ GRR is strong for SMB SaaS; 95%+ for enterprise.
- Unlike NRR, it can't be masked by big upsells.
- Low GRR means a leaky bucket no amount of new sales fully fixes.
Frequently asked questions
How is GRR different from NRR?
GRR excludes expansion revenue and caps at 100%, showing pure retention. NRR includes expansion and can exceed 100%.
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