Gross Revenue Retention (GRR)

Gross revenue retention (GRR) measures the percentage of recurring revenue retained from existing customers over a period, counting only churn and downgrades (expansion and upsell are excluded). Because it can’t be flattered by upsell, GRR is often treated as the harder, more honest read on retention.

It’s the companion figure to net revenue retention, which adds expansion back in. Comparing the two only tells you something useful if both are built from the same reconciled billing data.