Glossary · Customer Satisfaction
Gross Revenue Retention
Revenue retained excluding upsell. A pure measure of how much churn is actually costing you.
Gross Revenue Retention in Practice
Calculation
GRR = (Starting MRR - Downgrades - Churn) / Starting MRR × 100%
GRR can never exceed 100%. It is a true churn metric, uncontaminated by sales success.
How to Read It Alongside NRR
If GRR is strong (above 90%) and NRR is high, the business is healthy on both retention and expansion. If GRR is weak but NRR is high, growth is fragile: you are running hard to stand still. Reduce churn before investing further in expansion motion.
Frequently Asked Questions
Both. NRR tells you how the business is growing; GRR tells you how leaky the bucket is. Healthy B2B SaaS typically shows GRR of 90%+ and NRR of 110%+. A large gap between NRR and GRR can be healthy expansion - or a warning that upsell is papering over churn.
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