Gross Revenue Retention (GRR) is the percentage of recurring revenue retained from existing customers over a period, excluding any expansion. It can never exceed 100%.
What is GRR?
GRR isolates how 'sticky' your revenue is, stripping out expansion that can mask underlying churn. It's the purest measure of retention and a key input investors use to judge product-market fit.
How to calculate GRR
Worked example
Start with $200,000 MRR. Lose $5,000 to churn and $3,000 to downgrades. GRR = ($200,000 − $8,000) ÷ $200,000 = 96%.
What's a good GRR?
Strong B2B SaaS posts 90%+ GRR; best-in-class enterprise reaches 95%+.
Frequently asked questions
GRR vs NRR?
GRR excludes expansion and caps at 100%. NRR includes expansion and can exceed 100%. GRR shows how much you keep; NRR shows whether your existing base grows overall.
Why does GRR cap at 100%?
Because it counts only retained and lost revenue, never added revenue. The best you can do is lose nothing (100%).
Related metrics
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