SaaS metrics
What is GRR (Gross Revenue Retention)?
GRR is the revenue retained from a cohort after cancellations and downgrades, with no expansions added — always ≤ 100%.
GRR (Gross Revenue Retention) shows purely how much of the original revenue you did not lose, without the credit NRR gives to expansions. That is why it is always ≤ 100% and exposes the product's true churn.
Low GRR is a more raw red flag than high NRR: it means the product loses customers even if upsells mask the headline. Mature teams watch both side by side.
Formula
GRR = (MRR inicial − contração − churn) ÷ MRR inicialUse it in practice
SaaS Simulator
Frequently asked questions
Can GRR exceed 100%?
No. By definition GRR ignores expansions, so the ceiling is 100% (no customer churned or downgraded).
What GRR is considered good?
In B2B SaaS, GRR above 90% is typically healthy; above 95% is the benchmark of a sticky product.