Work out gross revenue retention instantly with clear inputs, formula shown and shareable results.
Gross revenue retention counts only losses — cancellations and downgrades — and never exceeds 100%. Because it excludes expansion, it is the cleanest measure of whether the product holds on to the revenue it already has.
Gross revenue retention
GRR = (starting MRR - churn - contraction) / starting MRR
Figures are estimates based on the inputs given. Marketing performance, platform fees and conversion behaviour vary by audience, channel and season. Use this as a planning guide, not a forecast.
Net retention adds expansion revenue and can exceed 100%, which can mask serious churn among smaller accounts.
Above 90% monthly is weak on an annualised basis — enterprise software typically targets above 90% annually.