Gross revenue retention
Also called: GRR
Gross revenue retention measures how much starting cohort revenue survives a period counting only losses: churn and downgrades, never expansion. It is capped at one hundred percent and exposes the leak that net retention can otherwise hide behind strong upsell.
How it is calculated
GRR = (Starting revenue - Contraction - Churn) / Starting revenue
Report GRR next to NRR. A wide gap means expansion is masking a base that is quietly draining.
Why it matters for ARPU
Fixing the leak is usually cheaper per point of ARPU than selling harder into it, and it makes every later expansion decision worth more.
Related terms
Net revenue retentionNet revenue retention measures revenue from an existing cohort at the end of a period against its revenue at the start, including upgrades, downgrades and churn, but excluding new customers.Churn rateChurn rate is the share of customers, or of revenue, lost in a period.Voluntary vs involuntary churnVoluntary churn is a customer deciding to leave.Save offerA save offer is an incentive presented to a customer who is about to leave: a discount, a pause, a plan downgrade or a service remedy.