Gross Revenue Retention
Definition
Gross Revenue Retention: Gross Revenue Retention (GRR) measures the percentage of recurring revenue retained from existing customers, excluding expansion. It only counts downgrades and churn. GRR can never exceed 100%. A GRR of 90% means you lost 10% of existing customer revenue to churn and contraction.
Example Usage
“Our GRR is 92%, meaning we retain 92% of existing customer revenue before any upsells. Industry benchmark for enterprise SaaS is 90%+.”
Common Misconceptions
Related Terms
Net Revenue Retention
Net Revenue Retention measures the percentage of recurring revenue retained from existing customers over a period, including expansions, contractions,...
Churn Rate
Churn rate measures the percentage of customers or revenue lost over a period. Customer churn counts lost accounts, while revenue churn measures lost...
Expansion Revenue
Expansion revenue is additional revenue from existing customers through upsells, cross-sells, or increased usage. Strong expansion revenue can offset...
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