Gross revenue retention (GRR)

Gross revenue retention is the share of starting recurring revenue an existing customer base keeps over a period, counting only contraction and churn. Expansion is ignored, so GRR can never exceed 100 percent. It shows how leaky a revenue base is, independent of how well upsell performs.

Formula

GRR = (starting MRR − contraction − churn) ÷ starting MRR

How to read it

Read GRR next to NRR. A high NRR with a low GRR means expansion from a few accounts is masking widespread losses elsewhere, which tends to be fragile. GRR is also the cleaner benchmark between companies because it cannot be flattered by pricing changes or large upsells.

In Revvly

• Docs: reference metrics

Further reading

• Net revenue retention is the only number that compounds.
• SaaS churn benchmark: what counts as good, by stage and segment
• Cohort retention analysis: a practical framework for subscription businesses

Related terms

• Net revenue retention (NRR)
• Revenue churn
• Contraction MRR