Gross Revenue Retention (GRR) Calculator
Gross Revenue Retention (GRR) measures pure retention — starting MRR minus churn minus contraction, without expansion credit. VCs focus on GRR because expansion can mask underlying retention problems.
| Starting MRR | — |
| Minus churn MRR | — |
| Minus contraction MRR | — |
| Retained MRR (after losses) | — |
| Gross Revenue Retention | — |
| Plus expansion (NDR view only) | — |
| Net Dollar Retention | — |
Gross Revenue Retention (GRR) measures pure retention — starting MRR minus churn minus contraction, without expansion credit. Unlike Net Dollar Retention (NDR), GRR cannot exceed 100%. VCs focus on GRR because expansion can mask underlying retention problems — a company with 130% NDR but 75% GRR is bleeding customers and just papering over the leak.
GRR vs NDR
GRR = (Starting MRR − Churn − Contraction) / Starting MRR. Cannot exceed 100%. NDR = (Starting MRR − Churn − Contraction + Expansion) / Starting MRR. Can exceed 100%. NDR > 100% means existing customers grow faster than churn losses. But high NDR with low GRR signals dangerous churn that's being masked.
Benchmarks by Segment
SMB SaaS: GRR 80-90% (Hubspot reaches 95% — best-in-class). Mid-Market: 90-95%. Enterprise: 95-100%. Below benchmark = retention work required. Snowflake, ServiceNow, and other top enterprise companies achieve 100%+ GRR consistently.
Improving GRR
(1) Fix onboarding — 60-70% of first-year churn happens in first 90 days. (2) Eliminate unprofitable segments that don't reach value. (3) Multi-year contracts reduce annual churn windows. (4) Quarterly business reviews surface usage drops before renewal. (5) Health scoring with CSM intervention on at-risk accounts.
Last updated May 2026. Sources: Bessemer Cloud 100, OpenView SaaS Benchmarks.