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Gross revenue retention measures retained recurring revenue before expansion.
Gross revenue retention, or GRR, measures how much existing recurring revenue remains after churn and contraction, before expansion revenue is added back.
GRR = (Starting revenue - Churn - Contraction) / Starting revenue
GRR helps reveal whether NRR is supported by a stable customer base or masked by a few expansions. Use it with SaaS net revenue retention benchmarks.
Related calculator: Gross Revenue Retention Calculator.