Gross Revenue Retention

Gross revenue retention (GRR) shows what share of a customer cohort's recurring revenue is kept over time, counting no additional revenue from expansion.

GRR is the strictest measure of revenue health, because it looks only at how much of the initial revenue you kept and does not let growth from good customers mask churn and contraction. So GRR never rises above one hundred percent; its ceiling is full retention. That is what separates it from net revenue retention, which also counts expansion and can exceed one hundred. Reading the two together is powerful: if net retention is above one hundred while gross is much lower, it means growth from existing customers is hiding underlying churn, a situation that is fragile at a glance. Like all recurring-revenue metrics, GRR comes from the billing system; an analytics tool can only show behavioral user retention, which often leads revenue retention.