What is Gross Revenue?
Total revenue before returns, discounts and allowances.
How to calculate it
Calculate Gross Revenue as: Total sales before deductions. Pull the inputs from your connected data and track the trend over time in your dashboard.
Examples
Example 1
$1.05M billed before $50k of refunds and discounts -> $1.05M gross revenue.
Example 2
$1.05M is billed before $50k of refunds and discounts -> $1.05M gross revenue, which nets down to $1M after deductions.
Why it matters
Gross revenue is total revenue before returns, discounts and allowances and is the starting point for net revenue analysis. It shows the full top-line demand before deductions. Reporting gross as if it were net overstates performance and misleads stakeholders.
Benchmark context
Always reconcile gross to net revenue and track the net-to-gross ratio; a widening gap signals rising discounts or returns.
Common pitfalls
Reporting gross as if it were net.
Related KPI guides
Turn KPI definitions into governed dashboards
Metricwise helps teams define metrics once, reuse them across dashboards, and ask trusted business questions in plain English.
Get Started