Churn & retentionMetric 11 of 35

GRRGross Revenue Retention

NRR's honest sibling: no expansion, just survival.

Put this metric to work: explore FlowMRR's MRR retention analytics to track revenue movements, retention and forecasts from your own account.

Same time window as NRR, but no expansion in the numerator. GRR is capped at 100% — it answers 'of what we had a year ago, how much did we keep?' without any upsell flattering.

Formula

GRR = (Starting MRR − Contraction − Churn) ÷ Starting MRR

Worked example

Start $100K, churn $4K, contraction $2K → GRR = (100 − 4 − 2) ÷ 100 = 94%.

Illustrative comparisons

B2B SaaS, annualised

These unsourced ranges are illustrative scenarios, not measured industry benchmarks, percentiles or recommended targets. Their qualitative labels are editorial interpretations. Compare your own cohorts using the same segment, period, currency and measurement basis.

Excellent

> 95%

Good

85–95%

At risk

< 80%

Why it matters

If NRR is your growth story, GRR is your defence. A company with 130% NRR and 75% GRR is using expansion to paper over heavy customer loss — which only works while a few big accounts keep growing. GRR above 90% is the foundation of compoundable SaaS.

Common mistakes

Reporting only NRR because it looks better.
Forgetting that GRR is by construction ≤ 100% — if you got >100%, you made a mistake.

Track GRR in FlowMRR