What is Gross Revenue Retention (GRR)?

GRR measures the share of recurring revenue you keep from existing customers over a period, counting only losses — contraction (downgrades) and churn (cancellations). It excludes expansion revenue such as upsells and cross-sells, so it always falls between 0% and 100%. It represents your revenue "floor."

What is a good GRR for SaaS?

Top-quartile B2B SaaS companies target GRR of 90% or above. Enterprise-focused companies often reach 92–95%+ because contracts are annual and customers churn less. SMB-focused products may land in the 80–88% range. Below 75% signals a serious retention problem.

How is GRR different from NRR?

Net Revenue Retention (NRR) adds expansion revenue (upgrades, upsells) on top of the GRR base, so NRR can exceed 100%. GRR strips out expansions and is always ≤ 100%. GRR tells you how much revenue survives; NRR tells you how much that base grows. Both metrics together give investors a full picture.

Why does GRR cap at 100%?

Because GRR only measures revenue losses from your existing book of business. Even if no customer churned or downgraded, the most you can retain is 100% of what you started with. Expansion revenue from upsells is excluded by definition — that is what separates GRR from NRR.

Should I measure GRR monthly or annually?

Monthly GRR is useful for operational tracking. For investor reporting, an annualized figure (raise the monthly retention rate to the 12th power) is standard. This calculator returns period GRR — choose a period that matches your reporting cadence and be consistent.

What is the GRR formula?

GRR = (Starting MRR − Contraction MRR − Churned MRR) ÷ Starting MRR × 100. The numerator is capped at Starting MRR so the result never exceeds 100%, even if you enter zero losses.

Gross Revenue Retention Calculator

Name: Gross Revenue Retention Calculator
Availability: InStock
Author: Nham Vu

Enter starting MRR, contraction, and churn to calculate GRR — the floor metric for SaaS revenue health.

Revenue Inputs

Enter figures for a single month or quarter. Expansions are excluded — GRR measures losses only.

Starting MRR ($)

Total recurring revenue from existing customers at the start of the period.

Contraction MRR ($)

Revenue lost from customers who downgraded their plan.

Churned MRR ($)

Revenue lost from customers who cancelled their subscription entirely.

Gross Revenue Retention

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Enter values to calculate

0% 75% 100%

Revenue Breakdown

Starting MRR —

− Contraction MRR —

− Churned MRR —

Retained MRR —

Lost Revenue Detail

Total Lost MRR

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Loss as % of Start

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Industry Benchmarks

≥ 90% — Top quartile B2B SaaS

85–89% — Healthy, room to improve

75–84% — Below average, investigate churn

< 75% — High churn risk, act immediately

Summary

Enter starting MRR, contraction, and churn to calculate GRR — the floor metric for SaaS revenue health.

How it works

Enter the MRR at the start of the measurement period.
Enter contraction MRR — revenue lost from customers who downgraded.
Enter churned MRR — revenue lost from customers who cancelled.
GRR = (Starting MRR − Contraction − Churn) ÷ Starting MRR × 100.
GRR is capped at 100% because it excludes expansion revenue.
Use the benchmark panel to compare your GRR against SaaS industry standards.

Use cases

Measure how well you retain revenue without relying on upsells.
Benchmark GRR against SaaS industry standards (top quartile ≥ 90%).
Identify whether contraction or outright churn is the bigger revenue drag.
Report GRR alongside NRR so investors see the full retention picture.
Model GRR scenarios to set churn reduction targets for the quarter.
Track GRR trend month-over-month to detect worsening retention early.

Frequently Asked Questions

Last updated: 2026-07-01 · Reviewed by Nham Vu