# Gross revenue retention (GRR)

> Canonical page: https://wayhatch.com/glossary/gross-revenue-retention/
> Evidence label: Research evaluated. Definitions: https://wayhatch.com/about/evidence-labels/
> Updated: 26 October 2026 (2026-10-26). Publisher: wayhatch, wayhatchai@gmail.com

Gross revenue retention (GRR) is the share of starting recurring revenue kept from existing customers over a period, after contraction and churn only.

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.

Related terms: [Net revenue retention (NRR)](https://wayhatch.com/glossary/net-revenue-retention/), [Churn](https://wayhatch.com/glossary/churn/), [Renewal risk](https://wayhatch.com/glossary/renewal-risk/)