Gross Revenue Retention
Also: GRRGross Dollar Retention
The percentage of recurring revenue retained from existing customers before any expansion, a pure measure of leakage.
Why it matters
GRR strips out expansion to show how much revenue you keep from churn and contraction alone, it can never exceed 100 percent. It is a cleaner read on retention than NRR, which expansion can flatter. Together they show whether a healthy NRR is built on real stickiness or on upsell masking churn.
How it is calculated
GRR = (starting recurring revenue - contraction - churn) / starting recurring revenue x 100
What good looks like
Strong GRR is high, often 90 percent or above for enterprise SaaS. A big gap between a high NRR and a low GRR is a warning: expansion is hiding significant underlying churn.
Related terms
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