What is Gross Revenue Retention?
Revenue retained excluding expansion, capped at 100%.
How to calculate it
Calculate Gross Revenue Retention as: (Starting MRR − Contraction − Churn) / Starting MRR × 100. Pull the inputs from your connected data and track the trend over time in your dashboard.
Examples
Example 1
$100k start, -$3k contraction, -$5k churn (no expansion counted) -> $92k -> 92% GRR.
Example 2
From $100k MRR, losing $4k to contraction and $4k to churn (ignoring expansion) -> $92k -> 92% GRR, solid retention before any upsell.
Why it matters
Gross revenue retention (GRR) measures revenue retained excluding expansion and is capped at 100%, isolating pure retention from upsell that can mask churn. It answers how much of the base you keep before any growth, a cleaner durability signal than NRR alone. Confusing it with NRR, which can exceed 100%, is a common error.
Benchmark context
90%+ is strong for SMB and 95%+ for enterprise; the gap between GRR and NRR shows how much expansion is offsetting churn.
Common pitfalls
Confusing with NRR which can exceed 100%.
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