Gross revenue retention
Gross revenue retention is the percentage of revenue retained from an existing cohort of customers over a period, counting contraction and churn but excluding any expansion, so it can never exceed 100%.
Also called grr.
It isolates loss. Where net revenue retention can hide churn behind growth in other accounts, gross revenue retention shows only how much of the starting base survived.
The two are usually read together: net revenue retention says whether the base grew, gross revenue retention says how much it leaked while doing so.
Common questions
- What is the difference between gross and net revenue retention?
Gross revenue retention counts only contraction and churn, so it caps at 100%. Net revenue retention also counts expansion from existing customers, so it can exceed 100%. A business can report net retention above 100% while still losing a meaningful share of its base, which is what gross retention reveals.