Gross revenue retention (GRR)
Gross revenue retention (GRR) is the share of starting recurring revenue kept from existing customers over a period, after contraction and churn only.
In practice
GRR isolates how well you keep what you already have, which NRR can hide behind strong expansion. It cannot exceed 100%, so it gives a clean read on downgrades and losses.
GRR = (starting recurring revenue − contraction − churned revenue) ÷ starting recurring revenue, for customers active at the start of the period. Use the same cohort and period as your NRR so the two can be compared directly.