Gross Revenue Retention Calculator

How to Use This Calculator

1. Enter Starting MRR, Contraction MRR, and Churned MRR.
2. GRR %, retained MRR, and benchmark status appear instantly.
3. Use Voluntary vs Involuntary tab to split churn types.
4. Use Compare to NRR to see the expansion lift gap.
5. Switch to Professional for annual loss projection and dunning opportunity estimate.

Formula

Example

Frequently Asked Questions

• What is Gross Revenue Retention (GRR)? ▼
  GRR measures how much recurring revenue is retained from an existing customer cohort, excluding any expansion revenue. GRR = (Start MRR − Contraction − Churn) / Start MRR × 100. It is always capped at 100%.
• What is a good GRR for SaaS? ▼
  Best-in-class is >95%. Healthy is 90–95%. Below 85% is at-risk. Enterprise SaaS typically achieves higher GRR (95–98%) than SMB-focused SaaS (85–92%) due to higher switching costs.
• What is the difference between GRR and NRR? ▼
  GRR excludes expansion MRR and is capped at 100% — it purely measures your ability to retain existing revenue. NRR includes expansion and can exceed 100%. GRR is a purer measure of customer satisfaction and product stickiness.
• What is involuntary churn? ▼
  Involuntary churn happens when customers do not intend to cancel but lose access due to payment failures (expired cards, insufficient funds). Typically 20–40% of total churn. Dunning campaigns (automated retry + emails) can recover 20–50% of these.
• How do I improve GRR? ▼
  Focus on reducing voluntary churn (improve onboarding, engagement, NPS) and involuntary churn (implement dunning, update card reminders, offer annual plans). Segment analysis helps identify which plan tiers churn most.

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