Formula
GRR = (Starting MRR - Contraction MRR - Churn MRR) / Starting MRR * 100
Interactive Widget
Chart
About Gross Revenue Retention (GRR) Calculator
Gross Revenue Retention (GRR) measures the percentage of recurring revenue retained from existing customers over a period, counting only contraction and churn — expansion revenue is deliberately excluded. This makes GRR the purest measure of your retention floor: what you keep when no customer expands their spend at all.
Because GRR excludes expansion by definition, it can never exceed 100%. A business with 108% NRR but only 72% GRR has a churn problem being masked by aggressive upselling — when expansion slows, the underlying revenue decay becomes visible. Reading GRR alongside NRR reveals this gap that NRR alone would hide.
Benchmarks
GRR benchmarks vary by segment because enterprise customers have longer contracts and higher switching costs, both of which reduce churn and contraction. For SMB SaaS, 80–87% annual GRR is healthy. For mid-market SaaS, 87–92% is the target. For enterprise SaaS, 90–95% is standard, and above 95% is best-in-class.
Below 70% GRR in any segment means the revenue base is eroding faster than is sustainable without very high new customer acquisition to compensate — this is a structural retention problem, not something expansion revenue can offset for long.
Frequently Asked Questions
What is a good GRR for SaaS?
It depends on segment. SMB SaaS: 80–87% is healthy. Mid-market SaaS: 87–92% is the target. Enterprise SaaS: 90–95% is standard, with above 95% considered best-in-class. GRR can never exceed 100% because expansion revenue is excluded from the calculation by definition.
Why can't GRR exceed 100%?
GRR only counts revenue retained from existing customers after contraction and churn — it deliberately excludes any expansion revenue from upsells or upgrades. Since you can only retain up to what you started with (minus losses), the maximum possible value is 100%.
Why track GRR separately from NRR?
NRR can look healthy even when underlying retention is weak, because expansion revenue can mask churn. GRR strips expansion out entirely, showing your true retention floor. A large gap between a high NRR and a low GRR signals that growth is being propped up by upselling a shrinking base of customers.
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