GRR — Gross Revenue Retention

Definition

How much of the existing revenue base you keep, ignoring all expansion. Ceiling = 100%. The purest measure of retention quality.

Formula

GRR = (Starting MRR - Churned - Contraction) / Starting MRR

Worked Example

Starting MRR $84,000; churned $2,200; contraction $1,500:

GRR = ($84,000 - $3,700) / $84,000 = 95.6%

Interpretation & Pitfalls

GRR answers: 'if we never upsold anyone, how fast would we shrink?' Strong SaaS: >90% monthly-equivalent, >85-90% annually.

In TupicFinance

GRR per service exposes which products retain on their own merits, without upsell masking.